Research On The Service Quality Of Shanghai Citizen Games Under The Background Of Epidemic Prevention And Control

At the beginning of 2020,a COVID-19 virus with wide scope,fast transmission speed and high degree of harm swept across China.Participating in physical fitness and enhancing resistance has become a hot topic among the public.The outbreak of the epidemic has made the whole nation have a new understanding of participating in physical exercise and keeping healthy.People’s health concepts and fitness habits are gradually changing,and people begin to pay more attention to health and exercise.People’s sports needs are more and more diversified,and people’s more and more expectations are given to sports.At the same time,there are more sports events around and a stronger sports atmosphere is needed.Sponsored by the Shanghai sports bureau of Shanghai third citizen games officially opened in August 2020,not only as an important part of the government to buy sports service is also a part of mass sports,mass sports service quality is related to people’s happiness and a sense of enhancement,event service quality has become crucial.Therefore,this paper from the perspective of participants’ experience,explores the advantages and weaknesses about the service quality of Shanghai Citizen Games under the background of epidemic prevention and control,and puts forward corresponding development suggestions:The paper based on the SERVQUAL theories,referring to the previous studies of scholars on service quality of the event and combining the actual situation of the civil Games,from the background of epidemic prevention and control,design the service quality evaluation index from five dimensions: visibility,safety,reliability,responsiveness and empathy.This paper uses the literature method,questionnaire and mathematical analysis,studies the service quality of the third Shanghai Citizen Games,explores the relation between the evaluation of service quality and the participants’ behavioral intention,and finds the weaknesses and problems exists in the service of the games.Through the analysis of the data results of 1357 questionnaires,the following conclusions are drawn:(1)Participants scored high on the evaluation of epidemic prevention and control and behavioral intention.In the service quality evaluation scale,reliability scored highest,followed by responsiveness,and empathy scored lowest.By comparing the scores of each item in the dimensions,it is found that the lowest score of "complete public service facilities" in the tangible dimension is 3.64,and the lowest score of empathy dimension is "abundant social welfare activities around the stadium".(2)Through the variance analysis,gender on epidemic prevention and control,evaluation of service quality and behavior intention had no significant difference,the epidemic prevention and control,evaluation of service quality and behavior intention in different ages,different level of education,significant differences in different monthly income,the different professional status only significant differences in the dimension of reliability.(3)Through correlation analysis,it is found that epidemic prevention and control,service quality evaluation and behavioral intention are significantly correlated,among which responsiveness is the most correlated with behavioral intention,followed by reliability.Empathy and epidemic prevention and control have little correlation with behavioral intention.(4)Through regression analysis,it was found that epidemic prevention and control,reliability,responsiveness and empathy all significantly affected participants’ behavioral intentions.By comparing the standardized coefficients,the order of impact on behavioral intentions was: responsiveness > epidemic prevention and control >reliability > empathy > tangible > safety.