A Study On The Audience Evaluation Of The Service Quality Of Chinese Men's Basketball Professional League In Beijing Competition Area

For professional sports leagues,high-quality on-site service is a very important part of their value chain.As the main consumer group of sports events,the audience feel that high-quality on-site service will effectively improve the audience's experience,promote the audience's consumption behavior and good word-of-mouth propaganda effect,and then strengthen the brand building of professional alliances.However,the on-site service of large-scale sports events covers a wide range of areas.At present,the development of professional sports in China is still in its infancy.The resources used to improve the quality of on-site service are often very limited,which requires the providers of sport services to invest the limited resources in the most needed services to maximize the overall quality of on-site service.Based on expectation-perception theory and service theory,this paper investigates the expectation and perception of CBA Beijing tournament audiences,and explores the urgency of improving the quality of CBA Beijing tournament services.Firstly,based on the three-factor theory of service,the asymmetric analysis of the impact of various service evaluations on the overall service evaluation reveals that the negative and positive evaluation of some on-site services by audiences have different impacts on the overall service evaluation.That is,the impact of service quality on the overall service evaluation is asymmetric.On this basis,the CBA Beijing competition area on-site service is divided into basic types.Expected and exciting services.Subsequently,according to the service perception theory,the on-site service quality of CBA Beijing Competition Area is judged,and the expectations and perceptions of the audience for various on-site services are analyzed by paired sample T test.It is concluded that the perception of on-site service quality of CBA BeijingCompetition Area audience is generally lower than expectations,showing varying degrees of dissatisfaction,according to the degree of dissatisfaction of various services,from low to high.The quality of service provided by CBA Beijing Competition Area can be divided into three parts: A,B and C,each of which contains eight services.Finally,according to the asymmetric impact of various services and the comprehensive analysis of the quality of CBA Beijing competition area on-site service,this paper argues that there are five urgencies to improve the quality of on-site service: very urgent,more urgent,generally urgent,less urgent and very not urgent.Among them,there are 4 "very urgent" services,6 "more urgent" services,3 "generally urgent" services,9 "less urgent" services and 2 "not urgent" services.Based on the above conclusions,this paper puts forward the following suggestions to on-site service providers: ascertaining the key points of improving service quality according to the asymmetry of service impact on overall service evaluation;dealing with the relationship between audience's expectation and actual perception of service when improving on-site service quality;urgently needing to improve the quality of service items whose urgency is "very urgent";urgently needing to upgrade the urgency to "comparatively".The quality of urgent service items;the quality of service items whose urgency is "general urgency" should be improved as appropriate;and the quality of service items whose urgency is "less urgent" and "less urgent" should be maintained.