体育健身休闲市场服务质量与消费者忠诚度关系研究

内容简介

本书是在国家社会科学基金“中国体育健身休闲市场服务质量与消费者忠诚度”（09XTY002）结题优秀成果的基础上，经过一定的修改而成的。

作为体育产业支柱之一的体育健身休闲产业，是衡量一个国家体育全面发展水平的一项重要指标。国务院公布了《关于加快发展体育产业，促进体育消费的若干意见》，部署积极扩大体育产品和服务供给，推动体育产业成为经济转型升级的重要力量。并将全民健身上升为国家战略，把体育产业作为绿色产业、朝阳产业培育扶持。但是国内学术理论界关于全民健身领域中的体育健身休闲中的消费的系统理论研究很少，特别是基于健身产品和服务供给层面的服务质量的研究及对消费忠诚度的形成机理研究还是空白。

本书紧密结合国家发展需要，得到了国家体育总局的大力的支持，同时，国家体育总局及陕西省体育局对本课题的开展所需要的数据采集提供了有力的帮助。课题组成员在广泛阅读了国内外相关的研究后，提取了研究所需要的支撑，建立了理论研究框架，并在西安体育学院和西安交通大学经济与金融学院的帮助下，借用相关的实证研究方法对课题采取了规范的实证的研究，课题采取了定性结合定量的研究思路，建立概念模型。在2009年至2012年开展了几次难度较大和规模较大的数据收集，并采用了因子分析、结构方程模型等统计方法检验了所提出的假设。

课题组经过近四年的研究，取得了一系列的研究成果，有多篇学术论文在国内外重要学术刊物上发表。研究成果也被国家有关部门采用，多家媒体网站也对研究成果进行了报道。最后的研究报告被国家哲学社会科学规划办公室评为优秀等级，认为研究成果为我国的全民健身和体育产业领域提供了新的理论支持。实现了对原来理论的补充和拓展，对课题研究所做出的学术创新，和对全民健身行业及体育产业的社会应用价值，都给出了很高的评价。

课题研究完成后，为了使研究成果更好地配合国家全民健身战略和体育产业发展，在中国社会科学出版社和北京大学中国改革与实践研究中心的支持下，在原有课题研究报告的基础上，课题组成员经过一定的修改，以学术著作的形式，最终出版。

本课题的研究成员包括课题主持人西安体育学院黄谦教授，清华大学华商研究中心的任志强博士；西安体育学院的石勇副教授、雷强教授、杨毅谋副研究员、丁建岚讲师；西安交通大学的博士生赵万东、沈达勇、刘虹、李农、徐建役、张晓丽、王鑫、应晨林、吕欣徽。他们在课题的研究中，和在最后成为学术著作的过程中都进行了辛勤的工作，才使这本学术著作能与大家见面。

This book is based on the excellent results of the National Social Science Foundation "Service Quality and Consumer Loyalty in China's Sports, Fitness and Leisure Market" (09XTY002), and has been revised to a certain extent. As one of the pillars of the sports industry, the sports fitness and leisure industry is an important indicator to measure the comprehensive development level of a country's sports. The State Council promulgated Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption, deploying to actively expand the supply of sports products and services and promote the sports industry to become an important force for economic transformation and upgrading. And raise national fitness as a national strategy, and cultivate and support the sports industry as a green industry and a sunrise industry. However, there are few systematic theoretical studies on the consumption of sports fitness and leisure in the field of national fitness in the domestic academic theoretical circles, especially the research on the service quality based on the supply level of fitness products and services and the formation mechanism of consumer loyalty are still blank. This book closely combines the needs of national development and has received strong support from the General Administration of Sports, and at the same time, the General Administration of Sports of the People's Republic of China and the Sports Bureau of Shaanxi Province have provided strong assistance in the data collection required for the development of this project. After extensively reading relevant research at home and abroad, the members of the research group extracted the support required for the research, established a theoretical research framework, and with the help of Xi'an Institute of Physical Education and the School of Economics and Finance of Xi'an Jiaotong University, borrowed relevant empirical research methods to adopt standardized empirical research on the topic, and adopted qualitative and quantitative research ideas to establish a conceptual model. Several difficult and large-scale data collections were carried out from 2009 to 2012, and the hypotheses were tested using statistical methods such as factor analysis and structural equation models. After nearly four years of research, the research group has achieved a series of research results, and many academic papers have been published in important academic journals at home and abroad. The research results have also been adopted by relevant national departments, and many media websites have also reported the research results. The final research report was rated as excellent by the National Office of Philosophy and Social Science Planning, and it was believed that the research results provided new theoretical support for the national fitness and sports industry in China. It has realized the supplement and expansion of the original theory, the academic innovation made by the subject research, and the social application value of the national fitness industry and the sports industry, all of which have given high evaluation. After the completion of the project research, in order to make the research results better cooperate with the national national fitness strategy and the development of the sports industry, with the support of China Social Sciences Press and the China Reform and Practice Research Center of Peking University, on the basis of the original research report, the members of the research group have been revised to a certain extent and finally published in the form of academic works. The research members of this project include Professor Huang Qian of Xi'an Institute of Physical Education, and Dr. Ren Zhiqiang of the Chinese Business Research Center of Tsinghua University; Associate Professor Shi Yong, Professor Lei Qiang, Associate Researcher Yang Yimou and Lecturer Ding Jianlan from Xi'an Institute of Physical Education; Zhao Wandong, Shen Dayong, Liu Hong, Li Nong, Xu Jianyan, Zhang Xiaoli, Wang Xin, Ying Chenlin, and Lv Xinhui, doctoral students of Xi'an Jiaotong University. They worked hard in the research of the project and in the process of finally becoming an academic work, so that this academic work can be seen by everyone.（AI翻译）

作者简介

黄谦:（著）

黄谦，博士，三级教授，博士生导师。入选国家体育总局中青年专业技术人才百人计划，西安体育学院学术腾飞带头人。在国内外核心学术期刊发表论文近40篇，主持完成1项国家社会科学基金，2项国家自然科学基金，1项国家博士后科学基金和3项省部级课题，1项研究成果获得省级科学成果二等奖，1项成果获省高等学校人文社会科学研究成果一等奖，并完成学术著作2部。同时作为国际体操联合会的蹦床国际级二级裁判，多次代表中国执裁世界运动会、世界锦标赛、世界杯等大型国际赛事，并参加了北京奥运会和广州亚运会的体操蹦床的赛事组织和执裁工作。

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