A Study On Service Quality Assessment Of Big Sports Events On The Basis Of Athletes Perception

As an international sports market,our country will meet more and more big sports events.How to improve the service quality ent of big events,to ensure the event service level,to effectively promote continuous development of our country's economy and culture is a realistic problem that current sports event organizers and workers are confronted with.Current domestic research on service quality is mostly focused on sports audience,sponsors,volunteers and fitness industry customers.There is little research on the quality of our service for athletes of sports events.This paper puts forward the definition of service quality of big sports events on the basis of athletes perception,and case study the first National Youth Games.From the perspective of athletes perception,based on the five dimensions of SERVQUAL model(tangibility,reliability,responsiveness,guarantee and empathy),we design service quality evaluation index system of the sports event,and evaluate and analyze the service quality of Youth Games in the form of questionnaire survey.Results show that the athletes have high expectations over the Youth Games,and are overall satisfied with the event.Tangibility,responsiveness and guarantee of the service quality of the first Youth Games is highly approved,yet its reliability and empathy needs to be further improved.Specifically speaking,evaluation on its guide service,working staff,appearance and manners,and medical service is higher,while evaluation on fairness of the game,schedule of competition,the type of service,the audience atmosphere,and food and beverage service is relatively low.Analysis on the factors that influence athletes perception shows that,in terms of gender factor,female athletes have higher service demand for sports events;in terms of educational background factor,college education experience has significant influence on the cognitive judgment of athletes,and athletes who haven't received college education have higher expectation over event service,while undergraduate athletes have a more conservative expectation over event service;in terms of sports level factor,the higher the level of the athletes,the more cautious they are to score over expectation and perception of events,and the gap over realization of reliability of events is larger;in terms of participating experience factor,those who have rich experience are more conservative and balanced to score over expectation and perception of events.The following suggestions are put forward based on evaluation and analysis over the event service quality:first,widely collect athletes' opinions with their needs as the core;second,equality and fairness of competitions should be guaranteed;third,respect the athletes' opinions and optimize the schedule of competitions;fourth,improve the organizer's efficiency of fulfilling its commitment;fifth,guide the audience over how to watch games and build atmosphere on the competition site.