| With the rapid development of the tertiary industry, on behalf of the service quality,the competition of global enterprise services impulses sport industry in the drastic posture in our country. The sports leisure market of China is facing a profound change.One hand, the development of sports leisure market promote service industry,and then the development of national economy; one the other hand, by building up people's health and changing people's mental outlook, it plays a role in improving labor productivity. With the rapid development of sports leisure market, revenue model is maturing. How to maintain and attract users becoming the basis of sports leisure market's live and development, it becomes operator of sports leisure market's the highlight in future.Many domestic scholars have studied the evaluation of service quality, but all of them are theoretical research and the testing and appraising of service quality is unusual. Then a complete and effective service quality system of testing and appraising has not been taken.In abroad, SERVQUAL scale, which was been widely used in various industries since its birth because of its good applicability,has been recognized by many scholars. And five-dimensional structure of testing service quality is important.This paper begins with sports leisure market and it used five dimensions as this paper's theoretical and developed scale basis contained in SERVQUAL scale (ie PZB scale), which raised by Parasuraman, Zeithaml and Berry, and it widely spread all the world. This paper bases on expert opinions and makes up the flaws in the SERVQUAL scale, re-develops the scale.Through questionnaire survey, it tests scale's reliability and validity.The results showed that through the development of sports leisure market's service quality scale,it is more fit for the test of sports leisure market's service quality in China.This paper raises the modle of service quality measurement of sports leisure market in the condition of satisfing national conditions in China, which used the methed of service quality's measurement.It is a important topic that occurred between customers expectation value and practical experience's margin about customers satisfaction and service quality measurement.The universal model in the international about service quality measurement is SERVQUAL model,namely "trio"model.In abroad, service quality measurement is the usual model.But the expectation-performance model isn't suitable for the research of sports leisure market, which is difficult to clarify the correlations between expection and performance.In consideration of the limitations of "trio" model,this paper analysis the four measurement model:SERVQUAL SERVPERF,SERVIMQUAL and SERVIMPERF used structural equation model and measure every model's fitting effect. It calculates the models'fitting indicators,factor loading,T-value and path coefficient by LISREL8.7 software and finds the highest fitting degree model.It was found that the most suitable calculated method is SERVPERF model,which is fit for service quality market in China.It resolved the problem of the differences relationship between expection and performance.Generally speaking, the paper take a empirical research on the problem of service quality measurement about sports leisure market of China. On the basis of SERVQUAL and the characteristics of sports leisure market in China, this paper develops the service quality measurement scale of sports leisure market of China,which is fit for our national conditions.It has the strong practical significance. On the basis of previous studies on measure metheods and summary of measurement model on quality of service,and also the mechanism model has been formed about loyalty degree of sports consumers, and to compare and test the different measurement model of quality of service, then to decide the relatively applicable measure methods of quality of service in the sports consumer industry.This study provides,for the further measure of sports leisure market and the higher raised service quality, the scientific basis and theoretical reference. |
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