我国滑雪场地服务质量评价与改进研究
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摘要
运用问卷调查法、数理分析法等,以我国滑雪场地分布数量较多地区的155个滑雪场地从事冰雪健身人群为调查对象,以需求分类理论与顾客满意度理论为理论基础,基于消费者需求与满意度构建KANO模型与IPA分析,对我国滑雪场地的服务质量进行评价,并提出进一步改进的策略。结果表明:我国滑雪消费者主要分为2类:大众滑雪健身爱好者和大众冰雪旅游消费者。在我国滑雪场地经营与管理过程中:首先,应优先满足消费者的基本需求;其次,满足消费者的期望型需求;最后,满足魅力型需求。提出我国滑雪场地服务质量改进与提升、保持与优化策略。
By using the methods of questionnaire and mathematical analysis, the survey was conducted on 155 snow and ice fitness groups in the regions with a large number of skiing areas in China, based on the theory of demand classification and customer satisfaction, as well as the KANO model and IPA analysis constructed on consumer demand and satisfaction. The main purpose is to evaluate the service quality of the skiing venues in China, and put forward the strategy of further improvement. The result shows that Chinese skiing consumers are mainly divided into two categories: mass skiing fitness enthusiasts and mass ice snow tourism consumers. In the process of operation and management of Chinese ski industry, first of all, we should give priority to meeting the basic needs of consumers; secondly, we should meet the expectation-based needs of consumers; finally, we should meet the charm-based needs. The strategy of improving the service quality of skiing ground in China is put forward.
By using the methods of questionnaire and mathematical analysis, the survey was conducted on 155 snow and ice fitness groups in the regions with a large number of skiing areas in China, based on the theory of demand classification and customer satisfaction, as well as the KANO model and IPA analysis constructed on consumer demand and satisfaction. The main purpose is to evaluate the service quality of the skiing venues in China, and put forward the strategy of further improvement. The result shows that Chinese skiing consumers are mainly divided into two categories: mass skiing fitness enthusiasts and mass ice snow tourism consumers. In the process of operation and management of Chinese ski industry, first of all, we should give priority to meeting the basic needs of consumers; secondly, we should meet the expectation-based needs of consumers; finally, we should meet the charm-based needs. The strategy of improving the service quality of skiing ground in China is put forward.
引文
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[12] RAJU J S, SRINIVASAN V, LAL R.The effects of brand loyalty on competitive price promotional strategies[J].Management Science,1990,36(3):276.
[13]刘宇.顾客满意度测评[M].北京:社会科学文献出版社,2003:47.
[14] MARTILLA J A,JAMES J C.Importance-performance analysis[J].The Journal of Marketing, 1977:77.
[15]王海燕,张斯琪,仲琴.服务质量管理[M].北京:电子工业出版社,2014:102.
[16]洪志生,苏强,霍佳震.服务质量管理研究的回顾与现状探析[J].管理评论,2012(7):152.
[17]张煌强.服务质量、消费者满意度与服务品牌消费者忠诚度关系研究[J].时代金融,2013(9):9.
[18] XU Q,JIAO R J,YANG X,et al.An analytical kan o model for cus tomer nee d analysis[J].Design Studies,2009(3):87.
[19]YANG,CHING C.The refined kan o’s model and its application[J].Total Quality Management and Business,2005,16(10):1127.
[2]国务院关于加快发展体育产业促进体育消费的若干意见[A].2015.
[3]潘英丽.冬奥会能否催化冰雪产业常态化发展[N].中国经济时报,2015-08-04(3).
[4]顾久贤.2022年冬奥会的举办对区域消费需求与行为影响的研究:以河北冰雪体育旅游为分析个案[J].体育与科学,2016(3):114.
[5]孙一.吉林省冰雪旅游产业发展探究[J].体育科学,2011(6):33.
[6]孙威,刘明亮.我国冰雪消费及相关产业发展的对策研究[J].北京体育大学学报,2009(11):11.
[7] KANO N, SERAKU N,TAKAHASHI F.Attractive quality and must be quality[J].The Journal of Japanese Socie ty of Quality Control,1984,14(2):39.
[8]陈梅梅,谢松年.基于改进Kano模型的B2C网站顾客满意度影响研究[J].情报科学,2016,35(2):83.
[9]何月雯,周丰.基于KJ法及KANO模型的产品功能设计方法研究[J].轻工机械,2015(3):113.
[10]张志清,李娟,张鑫.基于Kano模型的公路客运未来发展策略研究[J].交通标准化,2014(23):61.
[11]彭英,唐刚.基于需求与满意度耦合视角的“村改社”社区体育公共服务供给研究:以成渝实验区为例[J].中国体育科技,2016,52(3):3.
[12] RAJU J S, SRINIVASAN V, LAL R.The effects of brand loyalty on competitive price promotional strategies[J].Management Science,1990,36(3):276.
[13]刘宇.顾客满意度测评[M].北京:社会科学文献出版社,2003:47.
[14] MARTILLA J A,JAMES J C.Importance-performance analysis[J].The Journal of Marketing, 1977:77.
[15]王海燕,张斯琪,仲琴.服务质量管理[M].北京:电子工业出版社,2014:102.
[16]洪志生,苏强,霍佳震.服务质量管理研究的回顾与现状探析[J].管理评论,2012(7):152.
[17]张煌强.服务质量、消费者满意度与服务品牌消费者忠诚度关系研究[J].时代金融,2013(9):9.
[18] XU Q,JIAO R J,YANG X,et al.An analytical kan o model for cus tomer nee d analysis[J].Design Studies,2009(3):87.
[19]YANG,CHING C.The refined kan o’s model and its application[J].Total Quality Management and Business,2005,16(10):1127.