体育综合体消费者服务需求研究——基于对江苏省14家体育综合体消费者的样本调查
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摘要
本文以江苏省首批认定的14家体育服务综合体为例,随机选取560名消费者进行调查,依据AQT理论、Kano模型以及Better-Worse系数对体育综合体消费者需求及满意程度进行分析。结果表明:5个层面共46个调查指标分别归属于魅力型需求、期望型需求和无差异性需求等三种类型。其中,资源条件与设施类型两个层面涉及的30个指标均归属于魅力型需求;服务内容层面"停车服务"归属于期望型需求,"住宿服务和美容服务"归属于无差异需求,其他服务内容均归属于魅力型需求;在服务水平层面,"工作人员礼貌,亲切的态度"归属于期望型需求;在社会化程度层面,消费者期望"由不同的专业市场主体运营"的需求略多于期望"政府部门、企业等社会组织以及政府与企业合作运营"的需求。利用Better(SI)和Worse(DSI)系数绘制了消费者满意度系数象限图,提出了完善和提升消费者需求满意度的重点指标。就此从体育综合体的选址论证、项目论证、服务设施和条件、总体动线设置、智能智慧水平、服务内容覆盖领域、服务专业化、标准化水平等方面提出了相应建议。
This paper takes the first identified 14 Multi-Purpose Sports Complex in Jiangsu Province as an example,randomly selected 560 consumers for investigation,analyzes their demand and satisfaction degree according to AQT theory,Kano Model and Better-Worse Coefficient.The results show that the five levels(46 indicators)belong to three categories:Attractive Quality,One-dimensional Quality and Indifferent Quality.Among them,the 30 indicators involved in the resource level and the facility type are attributed to the Attractive Quality;at the service content level,the"parking service"is attributed to the One-dimensional Quality,and the"accommodation and beauty service"is attributed to the Indifferent Quality,other services are attributed to the Attractive Quality;at the service standard level,"the courtesy and kindness of the staff"is attributed to the One-dimensional Quality;at the level of socialization,the consumer who expected "the sports complex be operated by different professional market entities"are slightly more than those who expected be operated by government departments,and not professional enterprises.Using the Better(SI)and Worse(DSI)Coefficients,the author drawn a quadrant graph of the consumer satisfaction and proposed the key indicators for improving consumer satisfaction.In this regard,this paper puts forward recommendations related to site and projects selection,service facilities,intelligence,specialization,standardization level and other aspects.
This paper takes the first identified 14 Multi-Purpose Sports Complex in Jiangsu Province as an example,randomly selected 560 consumers for investigation,analyzes their demand and satisfaction degree according to AQT theory,Kano Model and Better-Worse Coefficient.The results show that the five levels(46 indicators)belong to three categories:Attractive Quality,One-dimensional Quality and Indifferent Quality.Among them,the 30 indicators involved in the resource level and the facility type are attributed to the Attractive Quality;at the service content level,the"parking service"is attributed to the One-dimensional Quality,and the"accommodation and beauty service"is attributed to the Indifferent Quality,other services are attributed to the Attractive Quality;at the service standard level,"the courtesy and kindness of the staff"is attributed to the One-dimensional Quality;at the level of socialization,the consumer who expected "the sports complex be operated by different professional market entities"are slightly more than those who expected be operated by government departments,and not professional enterprises.Using the Better(SI)and Worse(DSI)Coefficients,the author drawn a quadrant graph of the consumer satisfaction and proposed the key indicators for improving consumer satisfaction.In this regard,this paper puts forward recommendations related to site and projects selection,service facilities,intelligence,specialization,standardization level and other aspects.
引文
[1]丁云霞,张林.国外和台湾地区公共体育设施运用PPP模式的实践及其启示[J].山东体育学院学报,2017,33(2):38-42.
[2]丁宏,金世斌.江苏发展城市体育服务综合体的路径选择[J].体育与科学,2015(2):34-37.
[3]张强,陈元欣,王华燕,等.我国城市体育服务综合体的发展路径研究[J].成都体育学院学报,2016(4):21-26.
[4]蔡朋龙,王家宏,李燕领,等.城市体育服务综合体的内涵、功能定位与长效机制[J].南京体育学院学报(社会科学版),2016(6):63-68.
[5]王家宏,蔡朋龙,陶玉流,等.我国城市体育服务综合体的发展模式与推进策略[J].武汉体育学院学报,2017(7):5-13.
[6]丁云霞,张林.两权分离背景下公共体育场馆委托经营管理模式的应用[J].北京体育大学学报,2017(2):24-29.
[7]列宁.论所谓市场问题[M].北京:人民出版社,1956:27.
[8]马克思,恩格斯.马克思恩格斯全集(第47卷)[M].中共中央马克思恩格斯列宁斯大林著作编译局,译.北京:人民出版社,1961:260.
[9]潘时华,陈刚.时尚体育的内涵、特征、现状及其产业发展路径研究[J].体育与科学,2018,39(1):101-107.
[10]席恒.公共物品供给机制研究[D].西安:西北大学,2003.
[11]Elinor Ostrom.公共资源的未来:超越市场失灵和政府管制[M].北京:中国人民大学出版社,2015.
[12]冯佳.经济学视角下城市公共停车位的管理策略[J].公共管理,2016(3):100.
[13]Berger C,Blauth R,Boger D,etc.Kano’s Methods for Understanding Customer-Defined Quality[J].Center for Quality Management Journal,1993,2(4):3-36.
(1)本问卷为KANO正反提问问卷,与普通调查问卷具有明显区别,因时间和精力的关系,本人委托各体育综合体有关工作人员代为发放,未能在实地对被调查对象进行详细的答填辅导,所以出现了较多的反向提问答案缺失的无效问卷,为保证问卷结果分析的效度,作者将类似问题的问卷结果全部剔除。最后确定的有效回收样本为453份,有效样本数量足够数据分析使用。
[2]丁宏,金世斌.江苏发展城市体育服务综合体的路径选择[J].体育与科学,2015(2):34-37.
[3]张强,陈元欣,王华燕,等.我国城市体育服务综合体的发展路径研究[J].成都体育学院学报,2016(4):21-26.
[4]蔡朋龙,王家宏,李燕领,等.城市体育服务综合体的内涵、功能定位与长效机制[J].南京体育学院学报(社会科学版),2016(6):63-68.
[5]王家宏,蔡朋龙,陶玉流,等.我国城市体育服务综合体的发展模式与推进策略[J].武汉体育学院学报,2017(7):5-13.
[6]丁云霞,张林.两权分离背景下公共体育场馆委托经营管理模式的应用[J].北京体育大学学报,2017(2):24-29.
[7]列宁.论所谓市场问题[M].北京:人民出版社,1956:27.
[8]马克思,恩格斯.马克思恩格斯全集(第47卷)[M].中共中央马克思恩格斯列宁斯大林著作编译局,译.北京:人民出版社,1961:260.
[9]潘时华,陈刚.时尚体育的内涵、特征、现状及其产业发展路径研究[J].体育与科学,2018,39(1):101-107.
[10]席恒.公共物品供给机制研究[D].西安:西北大学,2003.
[11]Elinor Ostrom.公共资源的未来:超越市场失灵和政府管制[M].北京:中国人民大学出版社,2015.
[12]冯佳.经济学视角下城市公共停车位的管理策略[J].公共管理,2016(3):100.
[13]Berger C,Blauth R,Boger D,etc.Kano’s Methods for Understanding Customer-Defined Quality[J].Center for Quality Management Journal,1993,2(4):3-36.
(1)本问卷为KANO正反提问问卷,与普通调查问卷具有明显区别,因时间和精力的关系,本人委托各体育综合体有关工作人员代为发放,未能在实地对被调查对象进行详细的答填辅导,所以出现了较多的反向提问答案缺失的无效问卷,为保证问卷结果分析的效度,作者将类似问题的问卷结果全部剔除。最后确定的有效回收样本为453份,有效样本数量足够数据分析使用。