Research On The Service Quality Of Guangzhou Marathon

In recent years,the number of marathons in China has been increasing step by step,and more and more marathons have participated in it.The service quality of marathons has attracted wide attention.Hope that through this study,further enrich the relevant theory of Marathon service quality,and promote the improvement of Marathon service quality.This study adopts the methods of literature review,field observation,in-depth interview,questionnaire survey and mathematical statistics.In terms of mathematical statistics,taking the participants of Guangzhou marathon in 2020 as the survey objects,this paper focuses on the basic theoretical framework of service quality satisfaction behavior intention and three sub dimensions of service quality(physical environment quality,interaction quality and result quality),establishes five first level indicators,20 items,and puts forward 13 research hypotheses for in-depth analysis.(1)Through descriptive statistics,the average score of physical environment quality is the highest,followed by interaction quality and result quality.(2)The results of one-way ANOVA showed that people with master’s degree or above scored lower on the quality of results and service;The average monthly income was 11001-14000 yuan,and the score of result quality was low;Amateurs have low scores on interaction quality,service quality and satisfaction,while professional athletes have low scores on physical environment quality.(3)According to the correlation analysis,there is a positive correlation among service quality,three sub dimensions of service quality(physical environment quality,interaction quality,result quality),satisfaction and behavior intention.Among the three sub dimensions of service quality,the correlation among physical environment quality,satisfaction and behavior intention is the highest,followed by interaction quality,The third is the quality of the results.(4)Through multiple linear regression analysis,whether it is physical environment quality,interaction quality,or result quality,when the average of the overall score is improved,the average of the overall score of satisfaction and behavior intention will be improved correspondingly.(5)Through the path analysis and mediating effect test of structural equation model,we find that service quality has a positive and significant impact on satisfaction and behavior intention,and satisfaction also has a positive and significant impact on behavior intention.Moreover,the mediating effect test shows that satisfaction plays a partial mediating role in the significant positive effect of service quality on behavioral intention.The three sub dimensions of service quality(physical environment quality,interaction quality and result quality)have positive and significant effects on satisfaction and behavior intention respectively.Satisfaction plays a partial mediating role in the positive and significant effects of three sub dimensions of service quality(physical environment quality,interaction quality and result quality)on behavioral intention.Therefore,the organizers of Marathon events should start from the actual needs of the participants,and comprehensively improve the quality of physical environment,interactive quality and result quality,so as to ultimately improve the satisfaction and behavior intention of the participants.