基于现场观众感知的体育赛事服务质量管理研究

【作者】 渠源；

【导师】 张锦年；

【作者基本信息】 天津师范大学 ， 体育人文社会学， 2010， 硕士

【摘要】 如今,体育赛事在现实生活中频繁出现,占据人们休闲生活的比重越来越大,满足了老百姓的休闲娱乐需求,不仅仅如此,赛事在当今社会中扮演着越来越重要的角色,对社会的影响日渐深远。服务经济时代现场观众的需求在不断变化和发展,在这一动态的过程中,怎样更清楚地了解观众的需求,提高赛事服务质量让观众满意,成为赛事运作管理机构必须考虑的问题,这些问题必然成为赛事竞争取胜的关键。本文采用文献资料法、逻辑分析法、访谈调查法从现场观众感知的角度对体育赛事服务质量管理进行了分析和研究,根据服务质量的有关理论,在梳理了感知服务质量概念、内涵、顾客期望、顾客满意的基础上,结合赛事服务领域的实际情况,构建基于现场观众感知的体育赛事服务质量管理体系,探索其服务质量优化的对策,并得出了以下结论：一、体育赛事作为一个服务性行业,从某种意义上讲,对现场观众服务的水平和品质是影响赛事的重要因素。目前,我国即将进入休闲时代,竞技体育休闲化的趋势不断增强,赛事管理者应紧扣时代特征,动态的理解观众期望,这样才能在提升赛事服务质量过程中起到事半功倍的效果。二、体育赛事服务的特殊性决定了其服务质量构成要素的特殊性。赛事服务质量是技术质量和功能质量的统一,它们之间相互影响、相互作用,是一个有机整体,但两者的作用并不相同,可将它们视为类似于赫兹伯格双因素理论中的“保健因素”和“激励因素”来管理。三、观众感知赛事服务质量是观众期望的赛事服务质量和实际经历的赛事服务质量的对比,当观众感知体育赛事的服务超出期望时,观众对服务感到惊喜,非常满意；如果赛事提供的服务达到观众期望,观众能够接受服务,比较满意；反之,如果提供的服务没有达到期望水平时,观众认为服务质量差,服务是不可接受的。观众感知赛事服务质量的形成受各种因素影响——观众的需求水平、赛事的营销传播、口碑、赛事的形象、过去的体验等等。四、目前我国体育赛事的硬件设施整体水平不断提高,但部分赛事的整体服务水平尚有可完善空间,观众期望值与实际值之间的差距可以进一步缩小,这些差距主要从五个方面进行分析与管理,即管理层认知差距、质量标准差距、服务传递差距、市场沟通差距、感知服务质量差距。五、现场观众感知体育赛事服务质量的管理体系包括设计、控制、评价三个方面,这三个方面的工作是相互联系、相辅相成、缺一不可的。要改善赛事服务质量首先必须认清观众感知赛事服务质量管理的体系,从整体入手,才能全面促进赛事服务质量的提升。六、要提升体育赛事的服务质量,就是要消除观众期望与感知之间的种种差距。加强赛事管理,提升观众感知的服务质量,应该树立整体服务质量观念,加强赛事服务人员管理,加强观众期望管理与行为引导,加强赛事服务关键点管理,同时也要注重服务失误时服务补救的合理运用。更多还原

【Abstract】 Today, sporting events appear frequently in real life, and the occupation proportion of leisure life is increasing day by day. It meets the recreational needs of the people, not just that, events with far-reaching effect on society play an increasingly role in today’s society. The needs of audience in service economic times constantly change and develop. In this dynamic process, a clearer understanding of what the audience needs and improving race service quality to meet the audience must be taken into by event operation management. These questions will inevitably become a key competitive win.In this thesis, I analysis and research service quality management from the perspective of the audience perception according to literature, logical analysis, interviews. According to the theory of the service quality, on the base of service quality concept and content, customer expectations, and customer satisfaction, I combine with the actual situation in the field of event services, build on the audience perception of service quality management system about sporting events, and explore strategies that will improve their quality of service and reach the following conclusions:First, a sports event as a service industry, in a sense, the level and quality of audience service is an important factor affecting competition. At present, china will soon enter the age of leisure times; the trend of leisure sports is increasing. Event managers should be closely linked to characteristics of the times, dynamic understanding expectations of audience to upgrade the service quality with multiplier effect.Second, specialty of sports service determines the particularity of the service quality elements. The quality of match service is the unities of technical quality and functional quality, which is an organic whole, mutual influence and interact. But the role of the two is not the same; they may be regarded as similar to the Herzberg two-factor theory "health factors" and "incentive" to manage.Third, the audience perceived service quality of race events is the contrast of expected service quality and service quality of actual experience. when the audience perception of service beyond the expectations of sports events, the audience are pleasantly surprised on the service; if the events of the services provide audience expectations, the audience can accept the service, more satisfied; the contrary, if the services provide don’t meet expected levels and the audience think the quality of service is poor, the service is unacceptable. Viewers perceive the service quality is formed with various factors. The level of audience demand, event marketing communication, word of mouth, the image of the event, past experience and so on.Fourth, at present, the overall level of hardware facilities about sports events continuously improve, but the overall level of service of some events still have space to improve. The gap between audience expectations and the actual value could be further reduced. The gap can be analyzed and managed from the following five aspects: management perception gaps, quality standards gaps, service delivery gaps, market communication gap and the perceived service quality gap.Fifth, the audience percept service quality sports events management system, including three aspects of design, control and evaluation. They are interrelated, mutual reinforcing, and indispensible. To improve the quality of service event must understand the audience perceived service quality management system events, starting with the whole in order to fully promote the event to enhance the quality of service.Sixth, to enhance the quality of service sporting events, we must eliminate all the gaps between expectations and the perception. To strengthen event management and enhance audience perception of service quality, we should set up overall service quality concept, strengthen the management of event staff; strengthen management of audience expectations and behavior guidance, and key event management services. At the same time, we must also pay attention to service recovery and reasonable mistakes use.更多还原