Research On The Effects Of The Customer Perceived Service Quality Of Sports Complex On Sports Consumption Behavior Intentions

With the further advancement of the construction of a sports powerhouse,China’s sports industry has shown great potential.Sports complex is a new type of sports industry,which has attracted the attention of current scholars.The customer is the service object of the sports complex.Knowing the customer perceived service quality will help the managers of the sports complex to find the lack of service quality,so as to improve the service quality of the sports complex.According to the customer perceived service quality of the sports complex to predict the customer’s sports consumption behavior intention,it will point out the direction for the future development of the sports complex.In 2020,three sports complexes in Shanghai were rated as typical cases of sports complexes.Compared with the other two selected sports complexes,the "X-Cube" sports and cultural complex is a typical sports complex of sports venues,with a greater proportion of sports components.Therefore,the "X-Cube" sports and cultural complex is representative.This study takes the "X-Cube" sports and cultural complex in Shanghai as an example to explore the influence of customer perceived service quality of sports complex on sports consumption behavior intention.This study mainly used questionnaire survey and interview methods.972 valid questionnaires were collected in the "X-Cube" sports and cultural complex.The research was analyzed with SPSS25.0 and AMOS22.0 software.First,the study uses descriptive analysis methods to analyze the basic characteristics of the customers of sports complex,customer perceived service quality and the basic situation of each dimension of sports consumption behavior intention.Next,the study uses correlation analysis to verify the relationship preliminarily between the dimensions of customer perceived service quality and sports consumption behavior intentions,and the influence of demographic variables on them is analyzed using a single factor equation.Finally,the research combines the structural equation model to analyze the relationship between the dimensions of customer perceived service quality of sports complexes and the intention of sports consumption behavior,and discusses the development strategies of sports complexes.The conclusions are as follows:First,the sports complex meets the needs of local residents and has great potential for development.The consumer group of the sports complex is stable,and the service area covers the residents of the region.The customers of the sports complex are mainly male,the number of young customers is large,the educational background is concentrated in the university level,the income is above the middle,the occupation is the largest proportion of business and service personnel,and the physical condition is good.Second,the intangible service quality of sports complex is high,and the tangible facilities need to be improved.Customers feel more empathy in the sports complex and are satisfied with the characteristic and intimate services provided by the sports complex,while the physical facilities such as venues,equipment and traffic signs of the sports complex are difficult to meet their needs.Third,the influence of demographic characteristics on sports consumption behavior intention is different.Except that there is no difference in the impact of different occupations on sports consumption behavior intention,there are differences in gender,age,education and income,and groups with different social attributes have different perceptions of the service quality of sports complex.Fourth,each dimension of customer perceived service quality has a significant positive impact on their sports consumption behavior intention.Among the various dimensions of sports complex customer perceived service quality on their sports consumption behavior intention,the greatest impact is responsiveness,the second is empathy,and the last is tangibility.Among the sports consumption behavior intentions,the recommendation intention is most affected by the service quality perceived by the customers,followed by the premium purchase,and finally the return intention.According to the conclusion and the situation of sports complex,give suggestions:(1)Give full play to the role of PPP model and explore the Blue Ocean of sports consumption;(2)Improve infrastructure construction and create new service space;(3)Promote the innovation of service content and meet diverse consumer needs;(4)Establish multi-dimensional operation mode and create characteristic sports complex IP.