A Study On The Effect Of Marathon Service Quality On The Re-participation Willingness

In the report of the Nineteenth Congress,President Xi emphasized the development of sports twice and stressed that it is necessary to extensively carry out national fitness activities and promote the construction of sports power.This shows that China has reached the best era of sports development.Up and down the country is responding to the call of the times to vigorously develop the sports industry.One of the fastest-growing sports is the marathon.After decades of development,the marathon industry has gradually matured,gradually increasing social participation and increasing market recognition.However,the marathon industry development in China still faces difficulties and challenges: the industrial system is still not sound enough;the industrial management system and operating mechanism are not perfect;the quality of competition services is uneven;product innovation is insufficient and competition homogenization is serious.In order to further improve marathon event service quality,the brand effect of the event and the overall operational level,and improve the overall level of the China's Marathon competition,this article examines the marathon service quality and participants' willingness to re-participant the marathon from the perspective of public contestants' perceptions relationship.In order to further tap potential contestants' demand for events,the quality of marathon events will be further improved and the event organizers will be able to raise the level of competition operations.Through the literature review method,we define the core concepts of marathon events,perception of service quality and willingness to participate again,and sort out the research progress in related fields.With the support of service quality theory,combined with the actual conditions of marathon events,using service quality SERVQUAL measurement scales,and using perceived service quality(SERVPERF)models,a scale suitable for marathon event service quality measurement was designed.The scale evaluates marathon event service quality from five dimensions of reliability,tangibility,effectiveness,assurance and empathy.Using the intention of repurchasing in the intention to investigate the participants' post-match behavior.The intention of repurchasing is the intention of the participant to participate in the marathon again in marathon event.This article is simply referred to as the intention of participating again.Then the questionnaire method was used to design the questionnaire.The quality of service for the Shanghai Marathon and the participants' willingness to participate in the competition were measured in this questionnaire.A total of 389 questionnaires were distributed at the site of the competition.A total of 389 questionnaires were distributed and 378 were returned.The recovery rate was 97.2%.Thirteen invalid questionnaires were removed,and 345 valid questionnaires were valid.The effective rate was 91.3%.This article built a relational model of the marathon service quality and the willingness to participate in the competition.SPSS 20.0 was used to collate the data and this article use statistical analysis,factor analysis,variance analysis,correlation analysis,and regression analysis to analyze marathon service quality.Whether its five dimensions have influenced on the willingness to participate again.What impact it is and how it affects.Conclusions are as follows:(1)Descriptive statistical analysis and analysis of variance show that some demographic variables have significant differences in the five dimensions of participants' perceived service quality of marathon events,such as age groups and the number of participating in other marathon events;some demographic variables Only one or three dimensions of the participants' perception of marathon event service quality have significant differences,such as gender,education,occupation,and monthly income.(2)Through exploratory factor analysis,a measurement scale for perceived service quality was re-established.Marathon event services were perceived in terms of reliability,tangibility,effectiveness,assurance,and empathy.(3)The five dimensions of the public participants' perception of the quality of service in the competition all have a positive and relevant influence on the willingness to participate in the competition again,and the order of influence is reliability(0.357)> assurance(0.337)> effectiveness(0.084)> tangibility(0.040)> Empathy(0.006).