Research On Service Quality Improvement Of Public Sports Venues Based On Quality Function Deployment

As an important carrier of developing sports undertakings and providing public sports services,the service quality of public sports venues is directly related to the efficient supply of public sports services and the steady advancement of the national strategy of national fitness,which affects the sense of happiness,gain and satisfaction of public physical exercise.From the perspective of public demand,this paper studies the service quality of Shanxi public sports venues.Based on the research results,this paper puts forward the ways to improve the service quality of Shanxi public sports venues to help promote the high-quality development of Shanxi public sports venues.This study takes the service quality of public sports venues in Shanxi Province as the research object,analyzes the service quality of public sports venues by means of literature,field research and interview,questionnaire survey and quality function.From the perspective of public sports demand,and on the basis of relevant theories,a service quality evaluation index system of public sports venues based on SERVQUAL scale is constructed.Ten public sports venues in Shanxi were selected to conduct a questionnaire survey to obtain the public’s perception and expectation of public sports venues service.According to the related theory and method of QFD,the House of Service Quality of Shanxi Public sports venues was constructed to study the improvement of service quality of Shanxi public sports venues.The research results show that:(1)Through theoretical analysis,"Service Quality Model" "SERVQUAL Theory" and "QFD Theory" provide sufficient theoretical support for the research on service quality of public sports venues.Shanxi public sports venues service house of quality model has certain theoretical and practical significance.(2)Through on-the-spot investigation,expert interviews and literature research,40 indexes of public sports demand were obtained.Based on the SERVQUAL scale,the service quality evaluation index system of Shanxi public sports venues was constructed and the service quality of Shanxi public sports venues was analyzed.On the basis of the original 40 indicators,through exploratory factor analysis,eliminate the indicators to 36,which were divided into seven dimensions: tangibles,reliability,responsiveness,assurance,empathy,convenience and security.(3)Through the investigation of the overall perception and expectation of the service quality of Shanxi public stadiums and gymnasiums,it is found that the overall perception of the service quality of Shanxi public sports venues is obviously lower than the expectation.In all dimensions,the perceived and expected scores of service quality of public sports venues are different,and the service quality gap is negative,among which the public perception of empathy is the lowest(3.057).The research shows that the service level of public sports venues in Shanxi has not yet met the public expectations.(4)On the basis of determining the public sports demand and importance,service technical elements,and the correlation between sports demand and service elements,the house of service quality of Shanxi public sports venues is constructed.Through the construction and analysis the house of quality,it is found that the top five service technical elements are:promoting intelligent service,improving service items,strengthening staff training,establishing information service platform and strengthening system construction,which are the priority of service improvement of Shanxi public sports venues.(5)According to the research results,the effective ways to improve the service quality of Shanxi public sports venues are put forward: accelerating the intelligent construction of venues and building an information service platform;Respond to the needs of public exercise and continuously improve service items;Strengthen staff training and improve the overall service level;Strengthen the construction of rules and regulations and give full play to the service function of venues.