| With the vigorous development of social economy,people put forward higher requirements for the quality of life.And healthy living behavior has become an indispensable way of life.Running has gradually become a sport that the public is willing to participate in.At the same time,marathon is developing rapidly with its unique charm.How to improve the satisfaction of contestants,create a good service image and create brand value are worthy of our attention.This study adopts the methods of literature,investigation,mathematical statistics and so on,which introduces the theory of customer satisfaction to study the satisfaction of Xiamen marathon runners.The main results are as follows:In the first part,according to the relevant literature on customer satisfaction,brand image,customer expectation,perceived quality and perceived value,the basic concepts of marathon runners’ satisfaction are preliminarily extracted when combined with the characteristics of marathon events.It attains a certain understanding of marathon brand image,race service expectation,race service perception,race value experience and other related concepts.In the second part,it puts forward the research hypothesis,carries on the marathon contestant satisfaction scale development.Through the test of project analysis,exploratory factoranalysis and confirmatory factor analysis,the formal scale is obtained.The scale consists of 30 items,including 5 dimensions,which are brand image,event service expectation,tangible service perception,intangible service perception and eventvalue experience.Eachdimension is composed of 6,6,8,6 and 4 items,respectively.The research hypotheses on the satisfaction of marathon runners are valid,and the scale can be used as a tool tomeasure the satisfaction of marathon runners.In the third part,the satisfaction scale of marathon runners is used to evaluate the Xiamen Marathon.Through the investigation,it is found that among the five dimension of the scale,Xiamen Marathon runners have the highest satisfaction with the brand image and the lowest satisfaction with tangible service perception.Among the specific items,the contestants have the highest satisfaction with volunteer service and the lowest satisfaction with souvenirs.In the fourth part,according to the measurement of the scale and the comprehensiveanalysis of the network evaluation of Xiamen marathon runners,it is found that: first,the characteristics of Xiamen marathon runners are that the ratio of men and women is obviously out of balance,mainly among young and middle-aged people,who generally have a high level of education;most of them are enterprise unit personnel;the motivation to participate in the competition is "challenging themselves and making friends in tourism as well as competition experience".Second,the theme and slogan of the event are deeply rooted in the hearts of the people and the efficiency of property access service is high.But the sense of security competition needs to be further strengthened.Thesituation of starting areas needs to be improved.In addition,social forces should be mobilized to create a strong atmosphere fortheevent.Third,the media should pay more attention to the domestic contestants.The concept of the marathon,the requirements of the competition and etc.It needs to be further explored and perfected.In the fifth part,the author puts forward a reasonable suggestion to improve the satisfaction of the contestants in the Xiamen marathon which includes "Focus on the construction of thebrand image of the event,improve the perception of the physical service,and pay attention to" her economic "The rise of the competition,the development of the unique supporting activities,the improvement of the service quality of the event,the development of the competition service manual,the construction of the satisfaction evaluation system,the improvement of the competition service management system,the establishment of the competitor exchange platform and the construction of the competitor service package" and so on. |
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