The Research On The Factors Effecting Customer Satisfactions On Service Quality In Sport Lottery Store

In the recent years, the sport lottery has significant development, and the related management and marketing also got evolved. Besides, in the human oriented background, the service quality and customer satisfaction are playing very important roles. Hence, the author deployed SERVPERF model to scale the service quality of sport lottery, and through data analyzing, attempt to locate how the service quality affects the customer satisfaction of sport lottery. In one aspect, the author intends to fill the theoretical empty of service quality in sport lottery, moreover, try to find out the key factors to progress the service quality and customer service. This paper deployed the methodology of literature review, expert interviews, questionnaire survey and mathematical analysis. By implementing correlation analysis and regression analysis, the author probed into how the different dimension of service quality affects the customer satisfaction in sport lottery area. The conclusion stated as followed:1.The service quality in sport lottery store have five dimensions: tangibility, reliability, responsiveness, assurance and empathy. And there are 24 factors in total of these five dimensions.2.By literature review, expert interview and data analysis, the relation between service quality in sport lottery store and customer satisfaction are stated below:(1) There are positive correlation between customer satisfaction and service quality in sport lottery store.(2) There are positive correlation between customer satisfaction and tangibility of service quality in sport lottery store.(3) There are positive correlation between customer satisfaction and reliability of service quality in sport lottery store.(4) There are positive correlation between customer satisfaction and responsiveness of service quality in sport lottery store.(5) There are positive correlation between customer satisfaction and assurance of service quality in sport lottery store.(6) There are positive correlation between customer satisfaction and empathy of service quality in sport lottery store.3.Compared the influence of the five dimensions, the most effective dimension of the service quality for customer satisfaction in sport lottery is empathy. Responsiveness is the second effective dimension, and tangibility, reliability, and assurance have lesser.4.In the dimension of empathy, the item “The staff can timely response to the needs of purchasers.” has the most effect on customer satisfaction.5.In the dimension of responsiveness, the item “The staff can fast response the complaints and fast solve problems. ” has the most effect on customer satisfaction.The author propose the followed advises based on the research result:1. Continue to enhance the centralized management of sport lottery store. Based on the research result, the tangibility, reliability, and assurance do have correlation with customer satisfaction, but they got low effect of customer satisfaction. The data analyzing result showed that he customer has similar evaluation for these 3 factors. And this is because of the national center of sport lottery issued the regulation to vertical lottery institution, provincial lottery center and municipal lottery center in the aspect of basic staff training, lottery facilities and so on. Therefore, the enhancement of centralized management of sport lottery store will maintain the satisfaction from tangibility, reliability, and assurance.2. Enhance the individuation of each lottery store. Take the beneficial of technology development, establish big data center, deploy real-name purchase system, build multiple channel for lottery purchase. To provide customized lottery Deals&Events for different buyer group, and also mitigate the development of pathological lottery buyer and the problem of lottery addicted. Besides, the lottery staff should be trained to provide individual service.