重庆市大型体育场馆消费者满意度及忠诚度的关系研究

发布时间：2018-06-03 06:40

本文选题：体育场馆 + 消费者满意度　；参考：《西南大学》2017年硕士论文

【摘要】：随着我国社会主义改革开放进程的推进,人们的物质生活水平和消费水平不断提高,在解决温饱之后,人们越来越关注物质文化水平的提高,体育消费的蓬勃发展正印证了人们对自我精神追求的需求,而消费者满意度和忠诚度无疑是影响体育消费的两大关键因素。当前我国大型体育场馆服务质量参差不齐,消费者满意度和忠诚度不高,导致消费者的流动性大、流失率高,进而影响到体育消费。场馆管理人员如何做到吸引、留住消费者,使消费者满意并趋向于忠诚,最终形成消费者的持续消费,已成为大型体育场馆在激烈的市场竞争中生存取胜的关键。因此,在我国特有的体育文化背景下,结合消费者消费行为的特点,用理论分析与实证调查相结合的方法,对大型体育场馆消费者满意度、忠诚度与体育消费的关系进行探索与研究,这不仅有助于进一步了解当前大型体育场馆的服务现状,而且对大型体育场馆的服务质量管理及其自身的长远发展具有重要的理论价值和现实意义。本研究通过相关文献的阅读,结合前人对健身者满意度、顾客忠诚度及体育消费的研究成果,采用文献资料法、问卷调查法、数理统计法和逻辑分析法等研究方法,对重庆市具有代表性的大田湾体育场和奥体中心体育场当前的经营现状以及经营服务中顾客满意度和忠诚度的表现情况进行实证调查。运用统计分析软件SPSS21.0,通过问卷的信度和效度检验,进行数据的收集与处理,运用相关分析和回归分析等分析方法对顾客满意度、顾客忠诚度与顾客体育消费之间进行了研究,探讨了大型体育场馆服务中顾客满意度各维度现状,以及顾客满意度各维度之间、顾客满意度与体育消费、顾客忠诚度与体育消费之间的相关关系,进一步进行了三者之间的回归分析,并据此就大型体育场馆提高顾客满意度、忠诚度进而促进体育消费给出了相应的对策和建议。本研究通过实证调查分析,得出了以下结论:在顾客服务满意度各维度当中,顾客最看重的是安全性,其次是价值感知,排在第三位的是质量感知中的可靠性;性别在健身者满意这个维度上存在显著差异,年龄在满意度维度中的场馆整体形象、有形性和消费者忠诚度存在显著差异。不同学历在满意度维度中的安全性和健身者满意两个维度之间存在显著差异。顾客对大型体育场馆的服务满意度和忠诚度的整体状态处于一般水平;顾客满意度与顾客忠诚度之间有显著正相关关系,顾客满意度的提高有助于提高顾客忠诚度;体育消费与顾客满意度存在相关关系,顾客满意度越高,体育消费越高;体育消费与顾客的忠诚度之间有显著性相关关系,顾客忠诚度越高,体育消费也就越高;顾客的满意度和忠诚度越高,顾客的体育消费也就越高。
[Abstract]:With the progress of socialist reform and opening up in China, people's material living standard and consumption level are improving constantly. After solving the problem of food and clothing, people pay more and more attention to the improvement of material and cultural level. The vigorous development of sports consumption has confirmed people's demand for self-spiritual pursuit, and consumer satisfaction and loyalty are undoubtedly the two key factors that affect sports consumption. At present, the service quality of large sports stadiums in our country is uneven, and the satisfaction and loyalty of consumers are not high, which leads to the high mobility of consumers and the high wastage rate, and then affects the sports consumption. How to attract and retain consumers, make consumers satisfied and loyal, and finally form consumers' sustained consumption, has become the key to survive and win in the fierce market competition of large stadiums and gymnasiums. Therefore, under the special sports culture background of our country, combined with the characteristics of consumer consumption behavior, with the method of combining theoretical analysis and empirical investigation, the satisfaction degree of large-scale stadiums and gymnasiums is obtained. The relationship between loyalty and sports consumption is explored and studied, which is not only helpful to further understand the current service situation of large sports venues, Moreover, it has important theoretical value and practical significance for the service quality management and its long-term development of large-scale stadiums and gymnasiums. In this study, through the reading of relevant documents, combined with the previous research results on fitness satisfaction, customer loyalty and sports consumption, the methods of literature, questionnaire, mathematical statistics and logic analysis were used. This paper makes an empirical investigation on the current management situation of the representative Datian Bay Stadium and the Olympic Sports Center Stadium in Chongqing and the performance of customer satisfaction and loyalty in the management service. The statistical analysis software SPSS21.0 was used to collect and process the data through the reliability and validity test of the questionnaire, and the correlation analysis and regression analysis were used to study the relationship between customer satisfaction, customer loyalty and customer sports consumption. This paper probes into the present situation of each dimension of customer satisfaction in the service of large-scale stadiums and gymnasiums, as well as the correlation between the dimensions of customer satisfaction and sports consumption, the relationship between customer satisfaction and sports consumption, and the relationship between customer loyalty and sports consumption. The regression analysis among the three is carried out, and the corresponding countermeasures and suggestions are put forward to improve customer satisfaction, loyalty and sports consumption in large-scale stadiums and gymnasiums. Through empirical investigation and analysis, this study draws the following conclusions: among the dimensions of customer service satisfaction, the most important aspect of customer service satisfaction is security, followed by value perception, and the third is reliability in quality perception; Gender has significant difference in the dimension of fitness satisfaction, age in the satisfaction dimension of the overall image of the venue, tangible and consumer loyalty there are significant differences. There were significant differences between the two dimensions of satisfaction: safety and fitness satisfaction. The overall status of customer satisfaction and loyalty to large stadiums and gymnasiums is at the general level, there is a significant positive correlation between customer satisfaction and customer loyalty, and the improvement of customer satisfaction helps to improve customer loyalty. There is a correlation between sports consumption and customer satisfaction, the higher the sports consumption, and the higher the customer loyalty, the higher the sports consumption. The higher the customer satisfaction and loyalty, the higher the sports consumption.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G818

【参考文献】