Research On Service Quality Management Of Stadiums And Gymnasiums In Colleges And Universities

The research on service quality management of stadiums and gymnasiums based on the perspective of students’satisfaction has been rare by so far, and it has just been taking off. In order to enrich the service quality management theory in higher education, provide theoretical reference for evaluation of students’satisfaction in colleges and universities and experiences of target model, reform strategy and approach selection for the practice of service quality management and performance evaluation of stadiums and gymnasiums in colleges and universities, we have conducted a systematic research by using methods of literature, interview, questionnaire, SERVPERF, importance and perceived performance analysis, factors and structural equation modeling.The conclusions are as follows:1. Service quality management index system of stadiums and gymnasiums in colleges and universities has been formed and verified. The framework of service theory of stadiums and gymnasiums in colleges and universities constitutes by service factors, service contents, service products, service features, service management and service quality management. The service quality management of stadiums and gymnasiums could be defined by three factors including service quality standard gap, service quality marketing gap, perceptional gap of managers and twenty six variables.2. Conceptional model and measurement model of students satisfaction on the service of stadiums and gymnasiums have been formed and verified. The cause and effect model could be used as a structural basis for students’satisfaction on the service of the stadiums and gymnasiums model. The conception model of students satisfaction on the service of the stadiums and gymnasiums is constituted by five primary hidden variables including overall impression, quality perception, value perception, students satisfaction and students loyalty, and eight cause and effect relationships. Measurement model of students satisfaction on the service of stadiums and gymnasiums contains five primary hidden variables and five secondary hidden variables including visibility, reliability, adaptivity, guaranty and safety, and forty one obvious variables. The research has proved that service quality is a primary cause of customer’s satisfaction. The college and university’s venues service quality perception has a obvious and direct positive impact on the value perception. The value perception has no direct impact on students satisfaction and behavior willingness(loyalty), and only rely on the value perception to have an impact on satisfaction and loyalty. The overall impression has direct and obvious positive impact on value perception and students satisfaction, meantime, it has an obvious and indirect positive impact on students satisfaction and students loyalty, and so on.3. Excellent performance management index evaluation system of stadium and gymnasiums has been formed and verified. The Excellent performance management should set up a conception of excellent quality, and to focus students-centered satisfaction evaluation, performance self-evaluation and effective power decentralization, and constantly improve management efficiency. The excellent performance index evaluation system of stadium and gymnasiums contains seven primary index including leadership, strategically planning, students focus, measurement analysis and improvement, resources, process management, performance management, and nineteen secondary index, and sixty one tertiary index.4. IPA empirical analysis of Stadiums and gymnasiums service quality management and service value perception. Service quality management analysis has suggested that the gement team lack investigation and analysis on students’demands, and supportiveness of service quality planning. The gap between the planning of service quality and its execution is wide and it lacks of internal marketing. It is noticeable that the management team can only realize the students’expectations and demands and the importance of improving service willingness and service management capability while they cannot execute properly. The analysis on students’perception quality has suggested that the most unsatisfied factors are adequacy of venue resources, working staffs’ service attitude and enthusiasm. The capability and flexibility on dealing with problems of the working staffs takes an important part in students quality perception and it reflects the importance of human resources in service.