Research On Service Quality Improvement Of Shanghai Spartan Race

Spartan Race is currently the world's top series of obstacle races.Today,more than 200 events are held in more than 40 countries every year,with 9 million participants.It is currently the fastest-growing event.Since it was introduced to China in September 2016,the event has been loved and sought after by the majority of young adults.However,the race was originated in the United States,the obstacle racing is a relatively new type of race in China,and the market needs growing.Therefore,by studying the experience of the Spartan Race participants and optimizing the service quality of this event,it is beneficial to the further development of the event in China.At the same time,it provides a reference for hosting such obstacle races in China.By means of the research methods of literature,questionnaire surveys,interview,site visits,mathematical statistics,text analysis,and other methods to investigate the perceived service quality,satisfaction,and behavioral intention of the Spartan Race participants in the event.Analyzing the perceived service quality,satisfaction,and behavioral intention of different participants,and explore the relationship model among the three.Combined with the analysis of 432 questionnaire,the conclusions are as following:(1)In the Spartan Race,there were more male contestants than female contestants,and the age of the participants were young and had a high degree.The event attracted nearly half of the local contestants and nearly half of the foreign contestants.Most of the contestants did not participate in the Spartan Race Training Camp before the race.In addition,most of the contestants knew about the event through friend introduction,WeChat,official website,Weibo,and gym.Among them,the friend introduction accounted for the highest proportion.(2)In the dimensions of service quality,satisfaction,and behavior intention,the scores from high to low were behavioral intention,satisfaction,and service quality.In the specific dimension of service quality,the scores from high to low were interaction quality,outcome quality,and physical environment quality.(3)Through the comparative analysis of the differences between the participating groups,there were no significant difference in service quality,satisfaction,and behavioral intentions in terms of gender,residence,education,and the number of participating in Spartan Race.There were no significant differences in service quality and satisfaction in age,income,and number of participation in Spartan Race Training Camp,but there were significant differences in behavioral intention in age,income,and the number of participating in Spartan Race Training Camp.(4)Through correlation analysis,service quality and its three dimensions,satisfaction and behavioral intention were positively correlated.Satisfaction was the most correlated with behavior intention,followed by service quality.Among the three dimensions of service quality,the most relevant to service quality,satisfaction,and behavioral intentions were physical environment quality,followed by interaction quality,and then outcome quality.Through multiple regression analysis,physicalenvironment quality was the most important factor in predicting participants' satisfaction and behavioral intentions.(5)The structural equation model showed that service quality had a direct positive impact on satisfaction and behavioral intention,and satisfaction also had a direct positive impact on behavioral intention.Furthermore,satisfaction had a mediating effect on service quality and behavioral intention.