Research On Snooker Shanghai Masters’ Service Quality Evaluation Based On The Audience Perception

As one of the six big brand competition of Shanghai, snooker Shanghai master is a comparative higher level event than the others which were held in Shanghai. The success of the event not only promotes the prosperity of Shanghai economy, strengthens the sports industry of Shanghai, etc. also lets Shanghai realize the strategic target of creating international sports metropolis. The development of the events has also been attaches great importance to the Shanghai municipal government and Shanghai sports bureau. In addition, the snooker Shanghai masters is also the most top snooker tournament in Asia; it is the starting point of China that towards the world high level competition, and as role of the landmark. The service quality of the event is basis of the events’ development, so it’s necessary to consider how to improve the competition of the overall service quality to meet the needs of the audience to Raise the audience and competition of the audience appeal. In this case, the service which provided by Shanghai Masters Snooker organizer only meets the requirements of the audience, and is urgently needed to the audience. It can effectively improve the support and acceptance of the audience and fans of this sport. In order to study the factors which affect the Snooker Shanghai Masters’ service quality, the paper designs four dimensions(reliability, assurance, tangibles, comfort) to measure the snooker masters’ service quality using SERVPERF method based on the audience perception. Then paper discusses the service quality of the masters through the actual research. The purpose of this article is to help the masters’ organizer find the key influence factors of the service quality, and correctly evaluate and improve the masters’ service quality. This can help better development of the masters, and more conducive promote the development and progress of the snooker sport in China.This paper presents the 2014 Snooker Shanghai Masters’ service quality as the study object. By adopting the methods of literature data, questionnaire survey, mathematical statistics.The paper includes 8 parts altogether: The first part is the preface, mainly explain the research background, purpose, meaning of the thesis and content; The second part is a literature review of service quality evaluation method and the relevant research of the sports events service quality; The third part is research object and method; The fourth is preliminary building the snooker masters service quality evaluation system through data analysis and expert interview; The fifth part is questionnaire design and data collection, Screening indicators through factor analysis to build final service quality evaluation system of the Shanghai masters; The sixth part is the results of the study, through statistical analysis of survey data, to evaluate the service quality of the masters from different dimensions; The seventh part is conclusion and suggestions;The eighth part is research limitations and the future research direction.Through analyzing, the paper draws the following main conclusions:(1) it can use four dimensions which are reliability, assurance, tangibles and comfort to evaluate the masters’ service quality.(2) In the overall evaluation of the masters of service quality, the importance of each dimension of service quality is not the same. To the audience, the greatest impact is tangible of the masters’ service quality, while the least impact is comfort dimension.(3) We can know the overall service quality of the Shanghai masters is high through the investigation. The Shanghai masters’ organizer can maintain the existing development pattern. Combined with the analysis of the four dimensions, the Shanghai masters can be improved in the field environment etc. in order to further improve the service quality of the snooker masters.(4) In the audience groups, the Shanghai masters’ audiences were mainly young men of undergraduate education. The evaluation results of four dimensions of the masters’ service quality by different gender, educational levels, age, and occupational groups have different significant differences.