基于Kano模型的桂林市高校体育场馆服务学生需求层次及优化路径研究

Research on the Demand Level and Optimization Path of College Sports Stadium Serving Students in Guilin City based on the Kano Model

本文依据Kano模型、SERVQUAL理论构建桂林市高校体育场馆服务学生需求层次识别量表,其中包括有形性、保证性、可靠性、响应性、移情性5个维度和37项观测指标,结合Better-Worse系数象限图、ASC系数对桂林市高校体育场馆服务学生需求层次各观测指标重要度进行优先序排列。研究发现,37项桂林市高校体育场馆服务观测指标中,包括15项魅力型需求、10项期望型需求、7项必备型需求、5项无差异需求,根据其重要度排序得出,对于学生反馈的场馆损坏设备能及时更换维修、场馆收费情况合理等观测指标是桂林市高校体育场馆需优先解决的服务内容。为促进高校体育场馆服务学生需求层次结构的提升,特提出优化路径:优先发展魅力与期望型需求,缓解供需矛盾;保持并优化必备型需求,完善硬件设施与人员服务;关注高校体育场馆服务学生需求的动态演化,逐步转化无差异需求。

Based on the Kano model and Servqual theory,a hierarchical identification scale of students'needs for stadium service in the universities of Guilin city was constructed,encompassing 5 dimensions:tangibility,assurance,reliability,responsiveness,and empathy,with 37 observational indicators.By combining the Better Worse coefficient quadrant diagram and ASC coefficient,the importance of various observation indicators at the level of student demand for sports facilities in Guilin's universities was prioritized.The study revealed that among the 37 observation indicators of Guilin university sports venue service,there were 15 charm needs,10 expectation needs,7 necessary needs and 5 undifferentiated needs.According to their ranking of importance,observation indicators such as timely replacement and maintenance of damaged equipment reported by students and reasonable venue fees are identified as priority service contents for Guilin university sports venues.Therefore,it is proposed to prioritize the development of charm and expectation-type demand to alleviate supply-demand contradictions;maintain and optimize necessary requirements;improve hardware facilities and personnel services;pay attention to the dynamic evolution of college sports venues to serve student's needs;gradually transform the optimization path of undifferentiated needs.