Research On The Construction And Application Of Quality Evaluation System For Free And Low Charge Service Of Large Stadiums In Guangzhou

In order to promote national fitness,meet people ’ s growing fitness needs,and achieve the goal of healthy China,large stadiums free low-cost services came into being.At present,the State Council has promulgated the “ Opinions of the General Office of the State Council on Strengthening the Construction of National Fitness Facilities and Developing Mass Sports ” and the “ Notice of the General Office of the General Administration of Sport on Doing a Good Job in the Free or Low-fee Open Work of Large-scale Stadiums and Gymnasiums in 2021 ” issued by the General Administration of Sport for Implementation.It is proposed to effectively improve the level of free or low-fee open service of stadiums in accordance with the requirements of high-quality development.Thus,free or low-cost venues open service quality improvement is the general trend.Through consulting relevant literature,it is found that there are still many deficiencies in the study of free and low-fee service quality of large stadiums in China,especially from the perspective of fitness people ’s feelings,and the lack of perfect research theory and empirical model.Therefore,this paper introduces the SERVQUAL theory to explore the service quality evaluation system of free and low fees for large sports venues in Guangzhou from the perspective of the fitness masses receiving services.Through the use of literature,field research,expert interviews and questionnaires,the collected data are collated and analyzed.The main research contents are as follows :(1)With the help of SERVQUAL model,combined with field interviews and research,the secondary indicators are collected from the actual level and the ought-to-be level,respectively.Through expert evaluation,the evaluation system of free and low-cost service quality of large stadiums in Guangzhou is preliminarily established.The effectiveness and rationality of the evaluation system are tested through small sample data for pre-investigation,and a complete system with 5 dimensions and 18 indicators is finally obtained.(2)The service quality evaluation system is tested by empirical research.After a series of data analysis,the original hypothesis is verified,and the service quality standardization equation is obtained : SQ = 0.291 * tangibility + 0.183 * reliability + 0.148 * responsiveness+ 0.167 * assurance + 0.211 * empathy.The contribution rate of each dimension to the service quality score is obtained.(3)A two-dimensional quadrant model is established according to the expectations and perceptions of fitness people.According to the quadrants of each index,countermeasures are put forward for the severity of the problem.The study found that the overall score of free low-cost service quality of Guangzhou large stadiums is low.According to the quadrant analysis and the contribution rate of each index to the service quality score,the indicators that need to be urgently solved are:the capacity of the parking lot matches the service capacity,the venue effectively responds to the unexpected situation,the safe and convenient storage of items in the free low-fee area,the attitude of the venue staff is friendly,the customer provides help when encountering difficulties.In view of these problems,it is proposed to promote the diversion of parking population,strengthen risk emergency management,add storage cabinets,and strengthen employee service consciousness.