| Entering a new stage of development,"quality priority " gradually replaced "efficiency priority" has become an important issue in the development of sports.The proposal of the "quality power " strategy has a profound impact on the reform of all walks of life.A series of mass sports services represented by square dance events have become an important evaluation index of the quality of sports development by virtue of the social attribute of " realizing the all-round development of people." The pursuit of service quality has been continuously infiltrated into the development process of such events.The construction of service quality dimension analysis and evaluation system of square dance competition has become the core research topic in the field of square dance competition service in China.As a part of " people’s needs for a better life," the pursuit of improving its service quality will become the theoretical guidance and practical goal of future research.However,in practice,at present,the blueprint for the high-quality development of square dance competition service in China has not yet been presented.The current situation of competition service quality has obvious problems such as insufficient frequency of implementation efficiency and insufficient social participation.The fundamental reason lies in the fact that the realistic limitations and the dilemma of consciousness are intertwined,and the theoretical innovation and practical exploration are incompatible.Through the analysis of the construction and evaluation system of the service quality dimension of square dance events,this study strives to explore the breakthrough and focus of the improvement of the service quality of square dance events in China,so as to provide theoretical guidance for the practice of event service,and truly realize the improvement of the service quality of square dance events to promote the realization of the strategic goal of"Healthy China ’.Based on the classical theories such as customer perceived value theory,expected value theory and new public service theory,with reference to the research experience of foreign sports event service quality improvement,based on the current situation of square dance event service in China,this paper takes "discovering problems-putting forward hypotheses-verifying hypotheses-putting forward strategies" as the research logic,and uses the methods of literature,Delphi,investigation and research,AHP-fuzzy comprehensive evaluation,mathematical statistics and grounded theory to carry out systematic research.First,through the first two chapters to sort out the problem,concept definition,theoretical description and literature review at home and abroad,the basic formation of research foundation.Through problem combing,determine the core issues to be solved,clear research objectives and ideas.Referring to relevant research,define the core concepts of this study and clarify the logical starting point of the study.Based on a comprehensive analysis of the development context,limitations and evolution of relevant theories,the theoretical basis of this study is laid.Review the relevant research at home and abroad around the service quality of sports events,and form the core context and reference of this research.Second,sort out the development process and practical problems of China ’s square dance event service.By combing the research literature on the status quo of square dance competition services at home and abroad,it is found that square dance services and the emergence and development of square dance complement each other,with strong historical stage differentiation.Tracing the development origin,development process and development status of square dance competition services vertically has become the first step to understand the development process of square dance competition services in China.Combined with the development history to explore its realistic compliance,it leads to the current problems in the development of square dance event services in China,and finds out the crux of hindering the high-quality development of square dance event services.Implementing the internal criteria of integrating theory with practice,taking "factor analysis-strategy editing" as the basic logic,this paper summarizes some practical experience exploration and problems in the practical development of square dance events in China.Third,clear the dimension structure and model identification of square dance competition service quality in China.This part adopts the basic method of qualitative research,follows the basic process of grounded theory,designs an open questionnaire,and takes ordinary contestants,event organizers and researchers as interviewees.Using Nvivo12.0 to code and verify the interview records;refine the interview content,and gradually form the core factor,from which to tease out the square dance competition service quality dimension;according to the logical thinking relationship,the square dance competition service quality model in China is selected and identified and the square dance competition service quality problem is attributed.Finally,according to the procedure of grounded theory,the SERVQUAL model is selected as the service quality evaluation model.Fourth,construct and verify the service quality evaluation index system of square dance events in China.On the premise of fully combining the previous research experience and theoretical basis,this paper preliminarily draws up the items at all levels of the service index system of square dance events in China,and constructs the theoretical model of the service quality evaluation index system of square dance events in China.SPSS 26.0 was used to test the reliability and validity of the initial expert information questionnaire,and AHP-fuzzy evaluation method was used to calculate the weight of service quality evaluation index of square dance competitions at all levels.The improved SERVQUAL model is used to empirically test each dimension and the service quality evaluation model of square dance events in China,and the final influencing factors of service quality evaluation of square dance events in China are identified through factor analysis.Fifth,the design of China ’s square dance event service quality improvement blueprint and upgrade path.Based on the verification results of the service quality evaluation model of China ’s square dance events,based on the actual needs of China ’s square dance events services,combined with stakeholder theory,and referring to the practical experience of domestic and foreign events services,this paper draws a blueprint for the improvement of service projects before,during and after the square dance events,and designs a comprehensive improvement path for the service quality of China ’s square dance events in the new era from five aspects : government,market,enterprise,community and family.According to the theoretical integration and system analysis,this study draws the following three conclusions :First,dig out the structural dimensions of China ’s square dance event service quality,based on the use of grounded theory,clear the specific content of China ’s square dance event service quality.Combined with the current situation of China ’s square dance events,the conceptual model and theoretical model of China ’s square dance event service quality are established and identified.Aiming at the problems of insufficient depth of top-level design,insufficient temperature of event service management mechanism,insufficient intensity of event service publicity channels,insufficient frequency of event service implementation efficiency,insufficient breadth of event service facilities,insufficient heat of event service social participation,and insufficient democratic willingness of event service in China ’s square dance event service quality,based on the improved SEVQUAL model,combined with the five major theories such as the sense of the theoretical requirements of service quality,the theoretical model of China ’s square dance event service is constructed.Secondly,following the principle of combining systematicness and purpose,the principle of combining comprehensiveness and refinement,and the principle of combining qualitative and quantitative,through literature retrieval,effective information extraction,formation of index items,preliminary construction of index system,expert consultation,index system improvement and calculation of index weight,the service quality evaluation index system of square dance events in China and the index weight of square dance events at different levels are determined.By using AHP-fuzzy comprehensive evaluation method,the service quality evaluation index system of square dance events in China is constructed and empirical analysis is carried out.With the help of network knowledge discovery service,library knowledge service and network information interaction service,20 items of influencing factors of service quality of square dance events in China are established on the basis of effective information processing,and combined with the results of questionnaire survey.The 20 influencing factors are summarized into five elements : government support factors,social organization factors,community development factors,regional cultural factors and social staff factors,which serve the improvement of service quality and path improvement of square dance events in China as a whole.Third,summarize the path of improving the service quality of China ’s square dance events,analyze the service quality blueprint of China ’s square dance events,and summarize the causes of the service shortcomings of China ’s square dance events.The paper puts forward the ways to improve the service quality of square dance events in China,including :the government level : to improve the new mechanism to ensure operation,and to strengthen the safety and reliability of service;at the level of social work institutions : create a new environment for matching supply and demand,and enhance the tangibility and responsiveness of services;social organization level : establish a new concept of modern service,focusing on service empathy and publicity;community level : optimize the new channels for people to enjoy,build ecological closed loop of mass activities;regional culture level : cultivate active and healthy new consciousness,play an active role in subjective initiative.The innovation of this paper focuses on the following four aspects :First,confirm the feasibility and necessity of introducing quality management theory into the square dance event service process in China,and enrich the theoretical system of square dance event service quality.The existing research on the service quality of square dance events is relatively few,or only studies the individual links of square dance event services,ignoring the integrity of event services,and has not found a specific plan to comprehensively improve the service quality of square dance events in China.At the same time,a complete theoretical system with the realization of national health as the core has not been constructed.In view of the above shortcomings,this study analyzes the dimension of the service quality of square dance events from a unique perspective.On the premise of affirming the theoretical and practical value of the existing sports event service system,it specifically grasps the unique mass characteristics of square dance events,integrates and explores the two,and initially establishes a service quality evaluation system of square dance events based on balancing the interests of all parties and aiming at improving the health level of the whole people,so as to continuously promote the service quality of square dance events.Second,based on the background of the global aging era,taking square dance events as the research theme,this paper explores the service quality of square dance events in China,and helps promote the construction of an elderly-friendly society and the implementation of the Healthy China Action Plan.Through in-depth interviews and empirical research on relevant stakeholders such as contestants,organizers and managers who have long participated in square dance events,the service quality data of square dance events are obtained,and the structural dimensions and related influencing mechanisms of the service quality of square dance events in China are analyzed.According to the service characteristics of square dance events and the personality characteristics of middle-aged and elderly people,it reveals that the service quality of square dance events presents obvious audience characteristics compared with the traditional service industry.The participants of the square dance event are generally middle-aged and elderly people,so the service needs of the middle-aged and elderly people are reflected in all dimensions.These audience characteristics are different from the concept connotation of service quality research in previous studies,and are also the influencing factors that are often ignored or simply summarized as situational environment in previous service quality research.Thirdly,the mixed research method combining qualitative research and quantitative research is selected to carry out specific research.Through field investigation,the actual situation of square dance event service is understood,and the variable factors affecting the service quality of square dance event are screened layer by layer and the service quality evaluation system is preliminarily constructed.Combined with the literature and related theoretical basis,the evaluation system is further sublimated,and then a large number of quantitative data are used to test the evaluation system,so as to verify the practicability and effectiveness of the constructed evaluation system.Ensure the integrity of the research cycle,but also a breakthrough in existing research models.Fourth,creatively build a square dance event service quality evaluation system model and verify it,and generally clarify the composition of the influencing factors of square dance service quality.Due to the lack of clarity in the current research on the composition and mechanism of the influencing factors of the square dance service quality,it is not possible to improve the service quality of the square dance event by solving the problems existing in the event service in the practice process.This study uses relevant tools to clarify the factors affecting the service quality of square dance events through grounded theory,and constructs a service quality evaluation index system suitable for the public attributes of square dance events in China,and verifies the hypothesis through structural equation model.The comprehensive analysis of the sources and channels of influencing factors is used to explore and test the influencing factors.The research results are expected to provide rich reference for practice.The result orientation of this comprehensive analysis is a new attempt in the field of square dance competition service quality.This study has significant theoretical significance and practical guidance for the improvement of the service quality of square dance events.From the theoretical aspect,it opens up a new dimension of quality management for square dance competition service theory research.From the practical level,it has positive significance to promote the construction of "sports power " and "healthy China " strategy.Due to the limitation of personal ability and research conditions,there are still some limitations in this study,such as the research data needs to be enriched,the dimension construction needs to be improved,and the promotion path still needs to be tested.In the future research,it is necessary to improve the service quality evaluation index system of square dance events in China by expanding the scope of research,including more variables,digging deeper into social value,improving functional effect,straightening out variable relationship,and improving path test,so as to comprehensively promote the service quality of square dance events in China. |
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