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基于顾客感知的城市大型体育场馆智能化服务质量评价与实证研究
胡若晨,朱菊芳
(南京师范大学 体育科学学院,南京 210023)
摘要:
运用文献资料、专家访谈和问卷调查等方法,基于顾客感知视角,结合SERVQUAL模型构建城市大型体育场馆智能化服务质量评价指标体系。通过综合运用乘积标度法和IPA分析模型,对南京市3家场馆进行实证分析。显示:可靠性、移情性、响应性、保证性和有形性的权重分别为0.309、0.125、0.169、0.169和0.228;目前场馆智能化服务质量评分为87.99,处于第三等级,其中有形性维度做得最好,保证性维度做得最差;IPA分析中9项指标位于象限A,5项位于象限B,8项位于象限C,2项位于象限D。提出,要以顾客需求为导向,因“馆”制宜,设计和提供与顾客需求适配的智能化服务内容;以质量控制为内涵,完善场馆智能化服务质量评估流程制度与标准体系;强化部门协同与团队建设,实现场馆运营“降本增效”和智能化服务质量“提档升级”。
关键词:  顾客感知  SERVQUAL模型  IPA分析法  城市大型体育场馆  智能化服务质量
DOI:
投稿时间:2023-11-17
基金项目:国家社会科学基金项目“基于健身与健康融合发展的公共体育服务智能化建设研究”(20BTY012)
Evaluation and Empirical Research on the Intelligent Service Quality of Urban Large Stadiums and Gymnasiums Based on Customer Perception
HU Ruochen,ZHU Jufang
(School of Sports Science and Physical Education,Nanjing Normal University,Nanjing 210023 ,China)
Abstract:
Using the methods of literature, expert interview and questionnaire survey, based on the perspective of customer perception, combined with SERVQUAL model, the evaluation index system of intelligent service quality of urban large sports stadiums is constructed. Through the comprehensive use of product scale method and IPA analysis model, this paper makes an empirical analysis of three stadiums in Nanjing. The results show that the weights of reliability, empathy, responsiveness, assurance and tangibility are 0.309, 0.125, 0.169, 0.169 and 0.228, respectively; at present, the score of intelligent service quality of venues is 87.99, which is in the third level, among which the tangible dimension is the best, and the assurance dimension is the worst; in the IPA analysis, 9 indicators were located in quadrant A, 5 in quadrant B, 8 in quadrant C, and 2 in quadrant D. It is proposed that the design and provision of intelligent service content adapted to customer needs should be customer-oriented and tailored to the stadium; with quality control as the connotation, improve the process system and standard system of intelligent service quality evaluation of stadiums; strengthen departmental coordination and team building, and realize the “cost reduction and efficiency increase” of stadiums operation and the “upgrade” of the intelligent service quality.
Key words:  customer perception  SERVQUAL model  IPA analysis  urban large stadiums  intelligent service quality

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