本文選題：體育場館 + 消費者滿意度�。� 參考：《西南大學》2017年碩士論文

【摘要】：隨著我國社會主義改革開放進程的推進,人們的物質(zhì)生活水平和消費水平不斷提高,在解決溫飽之后,人們越來越關(guān)注物質(zhì)文化水平的提高,體育消費的蓬勃發(fā)展正印證了人們對自我精神追求的需求,而消費者滿意度和忠誠度無疑是影響體育消費的兩大關(guān)鍵因素。當前我國大型體育場館服務(wù)質(zhì)量參差不齊,消費者滿意度和忠誠度不高,導(dǎo)致消費者的流動性大、流失率高,進而影響到體育消費。場館管理人員如何做到吸引、留住消費者,使消費者滿意并趨向于忠誠,最終形成消費者的持續(xù)消費,已成為大型體育場館在激烈的市場競爭中生存取勝的關(guān)鍵。因此,在我國特有的體育文化背景下,結(jié)合消費者消費行為的特點,用理論分析與實證調(diào)查相結(jié)合的方法,對大型體育場館消費者滿意度、忠誠度與體育消費的關(guān)系進行探索與研究,這不僅有助于進一步了解當前大型體育場館的服務(wù)現(xiàn)狀,而且對大型體育場館的服務(wù)質(zhì)量管理及其自身的長遠發(fā)展具有重要的理論價值和現(xiàn)實意義。本研究通過相關(guān)文獻的閱讀,結(jié)合前人對健身者滿意度、顧客忠誠度及體育消費的研究成果,采用文獻資料法、問卷調(diào)查法、數(shù)理統(tǒng)計法和邏輯分析法等研究方法,對重慶市具有代表性的大田灣體育場和奧體中心體育場當前的經(jīng)營現(xiàn)狀以及經(jīng)營服務(wù)中顧客滿意度和忠誠度的表現(xiàn)情況進行實證調(diào)查。運用統(tǒng)計分析軟件SPSS21.0,通過問卷的信度和效度檢驗,進行數(shù)據(jù)的收集與處理,運用相關(guān)分析和回歸分析等分析方法對顧客滿意度、顧客忠誠度與顧客體育消費之間進行了研究,探討了大型體育場館服務(wù)中顧客滿意度各維度現(xiàn)狀,以及顧客滿意度各維度之間、顧客滿意度與體育消費、顧客忠誠度與體育消費之間的相關(guān)關(guān)系,進一步進行了三者之間的回歸分析,并據(jù)此就大型體育場館提高顧客滿意度、忠誠度進而促進體育消費給出了相應(yīng)的對策和建議。本研究通過實證調(diào)查分析,得出了以下結(jié)論:在顧客服務(wù)滿意度各維度當中,顧客最看重的是安全性,其次是價值感知,排在第三位的是質(zhì)量感知中的可靠性;性別在健身者滿意這個維度上存在顯著差異,年齡在滿意度維度中的場館整體形象、有形性和消費者忠誠度存在顯著差異。不同學歷在滿意度維度中的安全性和健身者滿意兩個維度之間存在顯著差異。顧客對大型體育場館的服務(wù)滿意度和忠誠度的整體狀態(tài)處于一般水平;顧客滿意度與顧客忠誠度之間有顯著正相關(guān)關(guān)系,顧客滿意度的提高有助于提高顧客忠誠度;體育消費與顧客滿意度存在相關(guān)關(guān)系,顧客滿意度越高,體育消費越高;體育消費與顧客的忠誠度之間有顯著性相關(guān)關(guān)系,顧客忠誠度越高,體育消費也就越高;顧客的滿意度和忠誠度越高,顧客的體育消費也就越高。
[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.
【學位授予單位】：西南大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G818

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本文編號：1971840