Research On The Coordination Degree Of Supply And Demand Coupling Of Sports Fitness And Leisure Services In Shanghai From The Perspective Of Service Quality

With the continuous improvement of national living standards and increasing awareness of physical exercise,physical fitness,and leisure have become integral parts of people’s pursuit of a better life.Shanghai,with its huge fitness population base,strong sports atmosphere,and excellent resource endowment,provides a favorable environment for the development of the sports fitness and leisure service industry.However,the sports fitness and leisure service industry in Shanghai has fallen into a situation of "low quality" and "homogeneous" service supply,leading to increasingly prominent contradictions between supply and demand,due to short development cycles and insufficient innovation in the face of people’s diverse and differentiated demands for sports fitness and leisure services.In today’s era of "low quality" and "homogeneous" supply of sports fitness and leisure services,improving service quality is a crucial solution for sports fitness and leisure enterprises.Therefore,it is necessary to construct a coupled coordination model of supply and demand for sports fitness and leisure services in Shanghai from the perspective of service quality and analyze the current situation of supply and demand for sports fitness and leisure services in Shanghai.This will help promote the upgrading of sports fitness and leisure services and improve the development level of the sports fitness and leisure industry in Shanghai.This paper focuses on researching the sports fitness and leisure service industry in Shanghai,with a particular emphasis on service quality.Through a combination of literature reviews,field research,and expert interviews,the paper identifies key indicators that comprehensively reflect the supply and demand of sports fitness and leisure services.Using this information,the paper constructs a comprehensive,scientific,and reasonable model for coordinating the supply and demand of sports fitness and leisure services in Shanghai.The paper also measures the degree of coordination between supply and demand in the sports fitness and leisure service industry in Shanghai.Based on the analysis and evaluation of the current situation,the paper identifies the problems in the supply and demand of sports fitness and leisure services in Shanghai and proposes corresponding countermeasures.The main conclusions are as follows:(1)The supply-demand coupling coordination model of sports fitness and leisure services in Shanghai consists of five first-level indicators: tangibility,reliability,responsiveness,assurance,and care.It includes 29 second-level indicators on the supply side and 28 second-level indicators on the demand side.(2)Central urban areas such as Xuhui District,Hongkou District,Yangpu District,and Jing’an District have better coordination of supply and demand coupling of sports fitness and leisure services than suburbs like Jiading District,Songjiang District,Qingpu District,and Fengxian District.(3)The supply and demand matching types of sports fitness and leisure services in the central urban area of Shanghai are mostly supply lag type,while the supply and demand matching types of sports fitness and leisure services in the suburbs are mostly demand lag type.(4)Shanghai’s physical fitness and leisure services are in a coordinated development stage in terms of tangibility and care.However,in terms of reliability,responsiveness,and assurance,the overall coordination level is low.This article suggests several measures to improve the quality of sports,fitness,and leisure services in Shanghai and address the problems related to supply and demand.At the government level,the regulatory body should assume responsibility for implementing measures such as improving the construction of sports fitness and leisure service standards and optimizing the fitness and leisure environment.Moreover,market supervision of sports,fitness,and leisure services should be strengthened to safeguard consumers’ legitimate rights and interests.At the social level,supply entities should compete fully by conducting thorough market demand surveys and offering precise services.The training system for practitioners should be improved to enhance service quality,and the supply of fitness services should be optimized to meet diverse needs.Finally,at the individual level,demand subjects should actively participate by cultivating awareness of fitness and leisure and consuming such services.Enhancing consumer awareness is crucial to promoting the healthy development of fitness and leisure services.Additionally,supply entities’ service motivation should be activated by improving demand feedback awareness.