我国网球职业赛事顾客满意度研究——以武汉网球公开赛为例  

Spectator Satisfaction with Professional Tennis Matches in China in View of Wuhan Open

作　　者：彭道海[1] 李承龙[2] 陈刚[1] 

机构地区：[1]武汉体育学院经济与管理学院,湖北武汉430079 [2]武汉体育学院研究生院,湖北武汉430079

出　　处：《武汉体育学院学报》2016年第6期77-83,共7页Journal of Wuhan Sports University

基　　金：湖北省软科学基金重点项目(2015BDF056);武汉体育学院校级科研团队基金项目

摘　　要：将顾客满意度理论引入到国内职业网球赛事评估之中,构建大型网球赛事观众满意度指数概念模型。以武汉网球公开赛为例,利用结构方程模型对该模型进行拟合,构建武汉网球公开赛观众满意度指数模型,该模型揭示武汉网球公开赛赛事质量呈现如下特征:(1)顾客期望正向影响基本服务质量感知、表现服务质量感知和激励服务质量感知;(2)顾客期望并不显著影响顾客满意度;(3)基本服务质量感知、表现服务质量感知和激励服务质量感知正向影响顾客满意度;(4)顾客满意度并不显著影响顾客抱怨;(5)观众满意度、顾客抱怨正向影响顾客忠诚。据此,应强化赛事整体营销、系统营销、组合营销,完善激励性服务和售后服务体系。The spectator satisfaction index is an important measurement of validity of the sport event.Based on it,this paper introduced customer satisfaction theory into the tennis event evaluation and constructs a structure equation conceptual model of tennis event＇s spectator satisfaction index.The model was tested in order form spectator satisfaction index model of Wuhan Open.The result showed that：（1）Consumer expectation had positive impacts on the perception of basic service quality,performance service quality and excitement service quality;（2）Consumer expectation had insignificant impacts on consumer satisfaction index;（3）The perception of basic service quality,performance service quality and excitement service quality had positive impacts on consumer satisfaction index;（4）Consumer satisfaction index had insignificant impacts on consumer complaint;（5）Consumer satisfaction index and consumer complaint had positive impacts on consumer loyalty.According to these conclusions,this paper put forth suggestions to improve the quality of Wuhan Open.

关 键 词：网球 比赛 观众 满意度指数 结构方程模型 武汉网球公开赛 

分 类 号：G845[文化科学—体育训练]