Research On The Satisfaction Evaluation Of Community Sports Public Service Quality In Qingdao Based On SERVQUAL Mode

To build a higher level of national fitness public service system to meet the growing needs of the people for fitness,it is necessary to coordinate the development of mass sports.Mass sports is related to the daily sports public service of urban community residents,so it is extremely important to "grasp" the quality of community residents’ sports public service.With the continuous development of social economy,the demand for physical exercise of community residents presents personalized,diversified and digital characteristics.There is a great difference between the actual needs of community residents and the community sports public services provided by the government,which is also the fundamental reason for the "fragmentation" of the quality of community sports public services in recent years.Therefore,the government should speed up the solution of community residents’ sports needs and related sports service problems according to the idea of concrete analysis of specific problems,and improve the overall satisfaction level of community sports public service.Based on SERVQUAL model,this study selected Qingdao community sports public service quality satisfaction evaluation as the research object,and selected local community residents represented by five districts of Qingdao(Huangdao District,Shinan District,Chengyang District,Jimo District,Laoshan District)as the survey and interview objects,using literature,questionnaire,expert interview,Delphi and other research methods.After reviewing the concepts of sports public service,community sports public service,satisfaction,etc.,an evaluation index system of the satisfaction of community sports public service quality in Qingdao was preliminarily constructed based on SERVQUAL model.Two rounds of expert questionnaires were collected by Delphi method,and data reliability and validity were tested by SPSS25.0.Finally,the evaluation index system of satisfaction of community sports public service quality in Qingdao was determined,the weight of each index was determined by AHP,Fuzzy evaluation method and TOPSIS method were used to evaluate the satisfaction ranking of community sports public service quality in five districts of Qingdao(Huangdao District,Shinan District,Chengyang District,Jimo District,Laoshan District).The actual situation of three areas of satisfaction of community sports public service quality in Qingdao(advantage area,key area,maintenance area)was analyzed and judged by modified IPA analysis method,and corresponding optimization strategies were proposed.The following conclusions are drawn preliminarily through the research:(1)Based on the construction principle of evaluation index of community sports public service,and combined with SERVQUAL model and its related theories,the author preliminarily constructed a satisfaction index system of community sports public service quality evaluation with 28 specific indexes in 5 dimensions(tangibility,reliability,responsiveness,assurance,and empathy).After expert consultation and the screening and improvement of two rounds of evaluation index system based on Delphi method,the evaluation index system of three hierarchical structure models was finally constructed,namely,the target layer(satisfaction level of urban community sports public service quality),the criterion layer(tangible,reliability,responsiveness,assurance,empathy,5 indicators),and the index layer(community sports facilities are well equipped and rich in variety etc,24 indicators).The hierarchical analysis judgment matrix is used for single ranking and total ranking,the weight of 24 indicators is calculated,and the importance ranking of 24 indicators is obtained.(2)Based on the fuzzy comprehensive evaluation method and TOPSIS method,the satisfaction of sports public service quality in five districts(Huangdao District,Shinan District,Chengyang District,Jimo District,Laoshan District)of Qingdao is ranked as follows: Chengyang District,Huangdao District,Shinan District,Jimo District,Laoshan District.(3)According to the IPA four-quadrant coordinate map,since there is no index in the second quadrant,the strategies for the high-quality development and improvement of community sports public services in Qingdao are put forward respectively for the indicators in the three quadrants: first,to continue to maintain the advantageous areas: to enrich the site facility construction and improve the safety facility services;Optimize voluntary service ability,advocate science,civilization and fitness.The second is to strengthen the improvement of key areas: to enhance the cultural identity of social sports instructors,strengthen the professional responsibility and authority;Pay attention to the sports needs of different levels of people,show the grassroots humanistic care.The third is to continue to pay attention to the maintenance area: improve the community sports system construction,strengthen the sports organization management;Create a new model of physical and medical integration,and promote the new development of physical.