The Study On The Effects Of The Small And Medium Road Running Event Service Quality On Participant Loyalty In Shanghai

With the increase in the number of domestic road event,the layout has gradually presented a sinking trend.All local cities,districts and counties have made efforts to build road and run brands,and a large number of small and medium road running event have emerged.Compared with the famous large road running event in China,brand image of small and medium road running event are not dominant,the product of the competition is substitutable,and the participatory character is greater than the ornamental characteristics,which leads to the thinking of the research on its sustainable development.The purpose of this study is to explore the relationship between the quality of service,the satisfaction of the competitors and the loyalty of the participants in the small and medium road running event,which aims to provide some reference for improving the quality of service,settling the participants and creating the brand of the road running event in Shanghai.This paper uses literature,questionnaire and mathematical statistics.The conclusions of the study are as follows:?1?The service quality of middle and small road running event directly affects the satisfaction of competitors.According to the path coefficient,the degree of the effect of the quality of service on the satisfaction of the participants from large to small is the following:incentive quality?satisfaction?0.238?,result quality?satisfaction?0.226?,physical environment quality?satisfaction?0.205?,convenience quality?satisfaction?0.202?,interactive quality?satisfaction?0.170?.?2?The service quality of the small and medium road race does not directly affect the loyalty of the participants,only two of them have significant influence,including result quality?loyalty?0.283?,incentive quality?loyalty?0.251?.The convenience quality,interaction quality and physical environment quality have no significant impact on the loyalty of competitors.?3?The satisfaction of participants in middle and small road event has a mediating effect on service quality and loyalty.In the five way,the mediating effect is as follows:ME_H4.2=0.110,ME_H4.4=0.106,ME_H4.5=0.096,ME _H4.1=0.095 and ME _H4.3=0.080.The conclusions are as follows:?1?The quality of service is an important factor affecting the satisfaction of the participants,but there are differences in the degree of satisfaction of the participants.Compared with other services,the participants'overall satisfaction of the competition does not require exorbitant requirements for the convenience of the service and the staff.?2?The establishment of the participants'loyalty needs to be relied on to enhance the quality of the participants'results,including emotional and material gain,and more importantly,emotional gain,reflecting the importance of satisfying the psychological needs of the runners from the side.?3?Competitors are satisfied to promote the loyalty of competitors,and the satisfaction of competitors is inseparable from the overall improvement of service quality.Therefore,service quality,contestant satisfaction and loyalty indirectly form a progressive or decreasing relationship.The suggestions for this study are as follows:?1?Pay attention to the service details.Increase the satisfaction of the participants,to mainly meet the participants'demands and the service supply should be matched the participants'demand nodes,and insist on the maintenance of the relationship after the competition.?2?Pay special attention to the quality of incentive services and enhance the vitality of the events mainly from two aspects of material incentive and emotional incentive to improve the service.Build a“running+form”and highlight the city culture.?3?Pay more attention to the quality of the results and increase the sense of participation.Play the catalytic role of network social media,arena environment design and star effect,and constantly enhance the experience of competition.