Research On Perceived Value,Satisfaction And Behavioral Intention Of Customers In Shanghai Trampoline Theme Park

Trampoline park is in the sports and leisure industry in the context of the growing development of the gradual growth,it broke the technical limitations brought by competitive sports,trampoline sports and game entertainment,from the beginning is only a single small trampoline park to today's large-scale chain industry,trampoline park is being more and more pursuit of novelty,fashion people accept,Promote.With the breakthrough achievements and sports fashion trend of Chinese trampoline sports in competitive sports,Beijing,Shanghai began to set up trampoline park in turn,trampoline park in the domestic growth time is not long,from 2014 to now,also only experienced 4 years,but the rapid development of each year is not a lot of sports and entertainment projects.Since 2016,trampoline park has been transformed and upgraded,but development has not been smooth sailing.After nearly two years of market reshuffle and the continuous exploration of enterprises,as of today,there are hundreds of trampoline parks in the country,children's trampoline park is already a small part of trampoline parks,most trampoline parks are independent,and even some enterprises will develop it into a chain operation.But at present,trampoline park in China is still in the growth period,many enterprises of the storefront is still in the "open down,poured open" cycle.In the long run,the lack of a proper business plan and the need to grasp the needs of customers will make this cycle a fatal weakness in the competition.Passenger flow is the key to the operation of Trampoline park,and customer satisfaction is the focus of determining passenger flow,so this study starts from the customer's feelings,explores the value variables that customers pay attention to and needs when they consume in trampoline park,and understands the connection between these variables and customer satisfaction and subsequent behavior intention.Through the customer's attention points,needs and other relevant information to further analyze how to improve customer satisfaction,identify problems and make relevant recommendations.This study takes Shanghai Trampoline Park as an example,and takes customer perceived value,satisfaction and behavior intention of trampoline Park as the research object.It mainly chooses questionnaire survey method and field investigation method,and combines literature,mathematical statistics and interview method to determine the perceived value factors of trampoline Park customers.At the same time,SPSS statistical software is used to analyze customer satisfaction and behavioral intention,so as to construct the relationship structure of perceived value-satisfaction-behavioral intention.Through the correlation test of perceived value,satisfaction and behavioral intention,we can understand the actual feelings and needs of customers on various evaluation indicators of trampoline Park consumption,and make clear the current perceived value needs,satisfaction levels and follow-up behavioral intentions of trampoline Park customers in Shanghai.Based on this,we put forward scientific,reasonable,clear,effective and targeted improvement suggestions.Through data analysis and interviews,the perceived value of customers is divided into six main dimensions,namely,personnel value,functional quality value,emotional value,social value,business place value and functional price value.Amongthem,customer satisfaction with emotional value is higher,and the role of trampoline Park Sports experience in entertainment,exercise,relaxation and other aspects is more recognized by customers;secondly,social value,customers in sports experience for the social identity that can be obtained is also very important,and that through participation in trampoline sports can help them integrate into the collective,deepen.The scores of function quality value,function price value and personnel value follow closely,indicating that the quality and service of the facilities provided by the trampoline park are still acceptable,and there is no huge omission.Customers also agree that trampoline parks have a high cost-effective consumption;the lowest score is the value of business premises,traffic accessibility and the convenience of the surrounding environment are important factors affecting customer loyalty,but also an important reason for hindering the further development of many trampoline parks.Through the deep comparison of demographic statistics,perceived value,satisfaction and behavioral intention,emotional value does not change with customer attributes and characteristics,but there are significant differences in other dimensions.Businessmen should adjust their business strategies according to different demographic attributes.Through correlation analysis,perceived value has a certain impact on satisfaction and behavioral intention,and the degree of impact varies according to different dimensions.Emotional value,business place value and functional price value all have a significant impact on product satisfaction and service satisfaction,indicating that emotional,price,entertainment and convenience are still the key factors to determine whether most customers are satisfied or not.However,perceived value does not directly affect the positive propaganda in behavioral intention.Many customers are hindered by face or other reasons.There is no factual reflection of the situation.Under such conditions,it often causes some businessmen to oversupply,which is very harmful to the competition and development of the industry in the future.From the relationship between satisfaction and behavioral intention,customer satisfaction largely determines the subsequent consumption and publicity behavior,so paying attention to customer satisfaction is the key to solve the problem of poor management or improve their own.In view of the problems reflected in the empirical study and the adjustment and optimization of the management strategy of Shanghai Trampoline Park,this study puts forward the following suggestions: firstly,further enhance the emotional and entertainment value,innovate the game theme and enhance the competitive advantage;secondly,focus on improving accessibility and surrounding environmental quality;thirdly,rationally adjust the price strategy;fourthly,pay attention to customer satisfaction and develop more services.Sampling.