Research On Service Quality And Customer Satisfaction Of Operational Badminton Venues In Changsha City Based On IPA Analysis

Badminton stadium is the foundation of badminton,excellent infrastructure and high quality stadium service is the booster of the marketing development of badminton.Customer satisfaction perception can reflect the service quality level of operational badminton halls in Changsha,which enables managers to improve the existing service deficiencies in a purposeful and planned way on the basis of clarifying customer needs,so as to improve the service quality and management level and enhance the market competitiveness.This study with Changsha profit-making badminton venue service quality and customer satisfaction as the research object,using the literature material law,questionnaire survey method,mathematical statistics method,interview method and analysis method of IPA,determine the badminton venue influence factors of customer satisfaction,build the badminton venue service quality and customer satisfaction index evaluation system.Through the investigation and analysis of customer groups demographic characteristics and using the IPA analysis method for the evaluation index system for importance and satisfaction analysis,aims to understand the customer of the importance of the evaluation indicators of the badminton venue services and satisfaction perception,the advantages of clear badminton venue service projects and key improvement project,on the basis of which the ascension of scientific,reasonable and targeted strategy.The results show that:(1)There are differences between the four dimensions of badminton stadium infrastructure,stadium supporting facilities,stadium soft service and stadium economy and the different characteristics of customer groups(gender,age,culture,income,occupation);Gender characteristics have no obvious difference in the dimension of venue infrastructure,educational background has no obvious difference in the dimension of venue economy,while income has the most significant difference in the dimension of venue economy.(2)Most customers of the operational badminton stadiums in Changsha are male,highly educated,middle-aged and young,with stable jobs and incomes;Customers have a high education level and their income is basically between 3000-7000 yuan/month,which is basically in line with the per capita income level of Changsha residents(4289.83 yuan/month).(3)Female customers have more "strict" requirements on venue service;Young people have higher demand for service than middle-aged and old people.Customers with high level of education have high health awareness,and the requirements for the safety and environment of badminton venues are also higher;High-income customers pay more attention to the service quality of badminton stadiums;Stable work and income as well as sufficient leisure time are the main reasons for badminton fans to exercise and spend money.(4)The customer satisfaction of operational badminton stadiums in Changsha is significantly lower than the customer expectation.Suggestions :(1)Pay attention to the individual differences of customers,and make up for the shortcomings of badminton stadium service;(2)Strengthen the environment and facilities of badminton venues to enhance customers’ exercise experience;(3)Create service characteristics of badminton venues,strengthen management and optimize after-sales service;(4)Understand the consumer demand and ability of customers,and set a reasonable multi-level pricing scheme;(5)Accelerate the integrated development of "Internet +" and badminton venues,and integrate the high-quality allocation of resources.