Research On Service Quality Of 2019 Beijing Marathon Based On IPA Analysis

As a sports activity,the marathon has a good mass foundation due to its advantages of low participation threshold,easy learning,and no restrictions on the venue.With the influx of capital and strong policy support,the number of marathon events has begun to increase rapidly,and people's enthusiasm for participating in marathon events has continued to rise.The rapid development of the industry has also exposed some problems in the organization of the competition.Under the current policy support and favoured capital environment,these problems have become the main obstacles to the healthy development of the marathon industry.Therefore,studying the process of organizing events and improving the event service qualityis very helpful for the organization of marathon events.This article uses research methods such as observation method,interview method,drawing service blueprint method,and questionnaire survey method to investigate the runners of the 2019 Beijing Marathon,and analyzes the importance and satisfaction of the contact points of the various organizations in the 2019 Beijing Marathon.The IPA quadrant map of the 2019 Beijing Marathon was compared with two other marathon events,and the following conclusions and recommendations were reached:1.According to the blueprints for pre-match,mid-match,post-match and security services,the marathon organization process can be condensed into 28 event service contact points that affect the service quality of the event.Marathon events can improve the service quality of events based on service blueprints and from multiple service contact points.2.IPA analysis results show that the overall organization of the 2019 Beijing Marathon event has been evaluated by runners with higher satisfaction,ensuring a higher service quality for the event.The organizer of the Beijing Marathon should focus on improving the service quality of runners at the starting point,storing bags and using toilets.3.The 14 service contact points of the marathon organization are generally rated highly in 3 different road races.Marathon event organizations should first guarantee these service contact points that are generally of higher importance in different events.