青少年户外体育营地服务质量评价体系研究

Study on evaluation system of service quality of teenagers’outdoor sports camps

依据SERVPERF模型理论,沿着从“理论到实践再到理论”的生成顺序,系统梳理青少年户外体育营地服务质量内涵及其评价理论的生成逻辑。采用文献资料、访谈、观察等质性研究方法,围绕营地服务特点挖掘与内容向度生成预试问卷;通过探索性因子分析、验证性因子分析以及Cronbach a系数和折半信度等量化研究,验证模型的信效度,最终形成由有形性、响应性、可靠性、保证性、移情性和教育性等6个维度27个指标构成的青少年户外营地服务质量评价体系。研究表明,教育性服务是营地服务的核心,是营员最为重视认可且需求迫切的服务内容,为业内为何将青少年营地称为“营地教育”提供理论支撑;移情性服务关注个性服务和特色服务,是破解营地产品同质化的有效抓手;而保证性服务体现营员对营地的信任与忠诚,是改善营地产品重购率低的根本。该评价体系可有效促进营地服务质量改进与提升,丰富营地服务质量管理理论,同时也为营地供给侧改革提供思路与方法,为规范营地市场、推动营地行业科学健康持续发展提供实践指导。

Based on the theory of SERVPERF model and following"theory-practice-theory"the generation sequence,the research systematically sorts out the connotation of service quality of adolescent outdoor sports camps and the generation logic and characteristic mining of its evaluation theory.In this study,qualitative research methods such as literature,interview and observation were used to generate pretest questionnaires centering on the characteristics and contents of camp services,then through exploratory factor analysis and confirmatory factor analysis,Cronbach’s coefficient and reliability of quantitative research,to verify the reliability and validity of the scale,and finally formed by the tangibility,reliability,responsiveness,assurance,empathy and educational,namely six dimensions include 27 indicators for service quality evaluation system of teenagers’outdoor sports camps.This study shows that the educational service is the core of camp service and is the most recognized and urgently needed service content for campers,providing theoretical support for why their camps are called"camp education"in the industry.The empathy service focuses on personalized service and characteristic service,which is an effective way to crack the homogenization of camp products.The assurance service reflects the campers'trust and loyalty to the camp,which is the fundamental way to improve the low repurchase rate of camp products.The evaluation system can effectively promote the improvement and promotion of camp service quality,enriches the camp service quality management theory.At the same time,it also provides ideas and methods for the camp supply reform,and provides practical guidance for standardizing the camp industry market and promoting the scientific,healthy and sustainable development of the camp industry.