Research On The Impact Of Customer Delivered Value On Customer Loyalty For Taiyuan International Marathon Participants

With the rapid development of mass sports,the "marathon fever" has become an iconic phenomenon in which the masses actively participate in sports,and the marathon industry that emerged at the moment is gradually growing.The huge number of urban marathons in this wave is facing the realistic problem of strong homogeneity of product and service attributes and intensified competition.In today's customer-oriented market of the service industry,if you want to improve product competitiveness and attract new customers on the basis of consolidating existing customers to maintain and establish customer loyalty,you need to provide customers with value for money and even Value-for-money products,and customer delivered value that reflects the difference between total customer value and total customer cost can more comprehensively identify customers' perception and evaluation of the product,and thus improve product quality.Based on the above background,this study takes Taiyuan International Marathon participants as the survey object,and aims to maximize the customer delivered value and achieve customer loyalty by exploring the impact of the customer delivered value and individual factors on customer loyalty,so as to achieve the improvement of customer loyalty and provide effective guidance for improving the competitiveness of this race.In the research,literature,questionnaire,interview,field survey and mathematical statistics methods were used.The relationship model between customer delivered value and customer loyalty was constructed and a scale was designed.The customer delivered value includes product value,service value,personnel value,image value,monetary cost,non-monetary cost.Combining the actual situation of Taiyuan Marathon with the results of research and analysis,the following conclusions are drawn: From the characteristics of participants,the majority of participants in Taiyuan Marathon are young men,the number of local participants exceeds half of the total number of participants,and there are people at all levels.From the evaluation of the event,the participants generally expressed their recognition of the Taiyuan Marathon as a whole,especially the evaluation of the service value and personnel value,which shows that the marathon organization service is in place throughout the event and the professionalism and attitude of the staff were basically up to standard.In the study of the impact of total customer value on customer loyalty,it has been demonstrated through a relevant analysis that product value,service value,personnel value,and image value are significantly related to customer loyalty,the regression analysis further validates the hypothesis that each value has a significant positive impact on customer loyalty.The degree of influence of total customer value on customer loyalty is as follows: image value> service value> personnel value> product value,it shows that the formation of customer loyalty in this event,the image value played the most important role in it,the product value has the weakest effect.In the study of the impact of total customer cost on customer loyalty,it is demonstrated through a relevant analysis that both monetary cost and non-monetary cost have a significant correlation with customer loyalty,in the regression analysis,although the hypothesis that non-monetary cost has a significant negative impact on customer loyalty has been verified,the negative effect of monetary cost on customer loyalty is not significant.In addition,in the evaluation of customer delivered value,the participants' perceptions of the importance of each value and cost were also examined,and the weights were calculated.According to the calculation results of weights,the weight of each value in the total customer value is ranked as follows: service value> staff value> image value> product value,and the weight of total customer cost: non-monetary cost> monetary cost.The correlation analysis results of customer delivered value and customer loyalty show that there is a significant correlation between the two.The regression analysis validates the hypothesis that customer delivered value has a significant positive impact on customer loyalty.Aiming at the conclusions drawn from the study,suggestions were made for the Taiyuan Marathon starting from McCarthy's 4P theory: From the product strategy,(1)meet a variety of needs.Identify as many requirements as possible,in order to maximize the satisfaction of the participants' needs for the purpose and function of the event at different stages,so as to increase product value;(2)Upgrade service experience.Optimize and upgrade services on the basis of guaranteeing basic supporting services,and finally realize the enhancement of service value;(3)Pay attention to personnel training.Improving the professional ability of field personnel to solve and answer questions on the spot,so as to enhance the value of personnel.From the place strategy,(4)maintain channel stability.The platform between the competition and runners is stable,providing customers with high-quality and convenient services to reduce non-monetary costs.From the promotion strategy,(5)strengthen image publicity.Organize and manage events offline,and use the media to promote events and cities,and show the high level of the event in both directions to enhance the image value.