Research On China's Sport Service Industrialized Development And Sport Service Management

Service industry plays more and more important roles with the change from product economy to service economy. So the research on management mechanism of service industry is significant in reality. The sport service develops fast and fast in recent years. China's sport service is facing a great chance and challenge as the 2008 Olympic Games is coming.Theoretical researchThe paper combines theoretical research and empirical analysis to illustrate some issues, such as basic concept service, sport service, industry, sport industry, service management, and customer satisfaction in sport service management.The paper shows the main viewpoints and research background in various areas by the analysis of academic reference on one hand; on the other hand, the developmental status, trend and characteristic are summarized by related data got from government, professional survey institute.Chapter three demonstrates the concept, background and subject foundation of the sport service management and puts forward some different viewpoints. It is necessary to develop sport service management on the basis of customer's satisfaction in such a customer oriented era.In the introduction to customer's satisfaction, the paper first explains the concepts, background and satisfaction appraise, and then uses structural equation modeling (SEM) to illustrate the methods, procedure and calculation. Empirical researchThe paper does an empirical research on sport service industry basing on the theoretical research and analyzes and appraises statistically the results of survey. The survey objective is fitness service industry, and 500 persons are sampled from 20 fitness institutes. We collect data from the Survey on Customer Satisfaction of Fitness Institutes in Tianjin.The results show that the customer satisfaction level in Tianjin fitness industry is low. The customers are not satisfied with item kinds, service level and specialty offered by fitness service. Parts of female think that it is not reasonable about service and price. These problems lead to a bad customer loyalty.The two variables of Service Sense and Commitment are got lowest points in sixteen variables. It shows the service fitness industry is not very good. The satisfaction of Service Expectation is only 65.9%. The vicious circle of the fitness industry in Tianjin caused by the slow development leads to the decrease of customer's expectation and has a bad impact on the healthy development of sport service industry. It is a key to improve sport service management and reform institution in the development of fitness service industry...