中国男子篮球职业联赛北京赛区现场服务质量观众评价研究

A Study on the Audience Evaluation of the Service Quality of Chinese Men’s Basketball Professional League in Beijing Competition Area

由于我国CBA联赛刚处于职业化发展道路的初级阶段,与成熟的欧美职业联赛相比,有很多方面需要继续改进和完善,其中影响现场观众观赛体验的现场服务质量就是非常重要的一环节,本文以CBA北京赛区现场服务质量为研究对象,运用文献资料法、问卷调查法、数理分析法和比较分析法,以期望–感知理论为理论基础,对CBA北京赛区现场观众对现场服务的评价为调查对象进行研究。通过将观众对各项现场服务的期望情况和感知情况进行配对样本T检验分析得出,CBA北京赛区的现场观众对现场服务质量的感知普遍低于期望,表现出不同程度的不满足,观众对有些服务的实际感知比较接近期望水平,而有些则相差甚远。依据以上结论向现场服务提供者提出了优化现场总体服务质量的建议。

As CBA League in China is just at the initial stage of professional development,compared with mature professional leagues in Europe and America,there are many aspects that need to be im-proved and perfected.Among them,the quality of on-site service which affects the experience of on-site spectators is a very important link.This paper takes the quality of on-site service in CBA Beijing as the research object.Based on the theory of expectation-perception,this paper makes a research on the evaluation of CBA Beijing tournament audiences’onsite service by using the methods of literature,questionnaire,mathematical and comparative analysis.Through paired sample T-test analysis of the audience’s expectations and perceptions of various on-site services,it is concluded that the perceptions of the on-site audience in CBA Beijing Areas are generally lower than their expectations,showing different degrees of dissatisfaction.The actual perceptions of some services by the audience are close to the expected level,while some are far from the expected level.Based on the above conclusions,some suggestions are put forward to optimize the overall service quality of on-site service providers.