演唱会服务质量评价要素体系研究——以上海流行歌手大型演唱会为

上海交通大学硕士学位论文演唱会服务质量评价要素体系研究——以上海流行歌手大型演唱会为例姓名：陈瑜妍申请学位级别：硕士专业：企业管理指导教师：周洁如20080101IPZBSERVQUAL4SERVQUALABSTRACTIIARESEARCHONEVALUATIONFACTORSYSTEMOFSERVICEQUALITYFORMUSICCONCERT——EXAMPLEWITHPOPSTARS’LARGESCALEMUSICCONCERTSINSHANGHAIABSTRACTWiththedevelopmentofChina’seconomy,musicconcerthasbecomeamoreandmoreimportantpartofpeople’scultureconsumption,thusthisindustrydevelopsveryrapidlywithinrecentyears.ButasmusicconcertmarketinChinahasonlydevelopedforseveralyears,therearestillalotofweakpointsespeciallyinservicequality,marketmechanismandoperation.Soestablishinganevaluationfactorsystemofservicequalityformusicconcertwillhelpustogiveaperspectivefuturetothisindustry.Therearesixpartsinthispaperandthedetailsareasfollowing:Partoneistheintroduction.Inthispart,thispaperspecifiesthestudybackgroundbystartingwiththeperspectivedevelopmentofmusicconcertmarketandanalyzesthespecialtyofthismarket.Onthebaseofthisanalysis,thispaperconcludessomeweaknessofourmusicconcertABSTRACTIIIbrieflyandstatesclearlyaboutresearchmethodologyandcontentofthispaper.Parttwoisliteraturereviewwhichisthetheorybaseofwholepaper.Atthebeginningofthispart,thispapergetsadeepresearchaboutthedefinitionforservicequalitywiththepurposeofunderstandingtheresearchtrendofservicequalityandmethodologyaswellasfactorsofservicequalityandthewaytomeasureitwhichpavesthebaseforthefollowingresearch.Afterthisreview,thispaperalsosummarizessomedisadvantagesontheresearchofservicequalityandputsupsomesuggestionforfutureresearch.Partthreeisananalysisonconsumerbehavior.Thispaperconsidersthedetailsaboutmusicconcertconsumersandconcludesspecialtyoftheirconsumptionwhichprovidesalotofusefulinformationfordesignofquestionnaireinthenextpart.Partfourisdemonstrationresearch.Withthebaseof“GapModelofServiceQuality”,thispapermakesfulluseofSERVQUALmeasuringscaleanddesignsaquestionnaireforservicequalitymeasurementthroughinterviewswithexpertsandaudiences.Wesendoutquestionnairesin4musicconcertsandbuildupourevaluationmodel.Partfiveisthesuggestiontoimproveservicequalityoflargescalemusicconcert.Accordingtothetheoryandinvestigationresult,thispapergivesasystematicmodelonimprovingservicequalityofmusicconcert.Partsixisaboutcreativity,disadvantagesofthisresearch.OnthebaseofconcludingtheproblemsABSTRACTIVwemeetinthewholeprocessofresearch,thispaperalsoraisessomesuggestionforfurtherstudy.KEYWORDS:musicconcert,evaluationofservicequality,SERVQUAL,structureequationmodel1.1.1GDP30001999GDP10%12.3%1-1[1]GDP1199914.6%222005200620068112Figure1-1TotalincomeofperformanceindustryinChinawithin1999-20053200113022004TOM11385412736.24244521.47201917.73·173515.23“”6325.55·2862.511411.2318302034200612235304123455(1)VIP980128015801880(2)123(3)12(4)(5)6CDMTVDVDVCDParasuraman,ZeithmalandBerrySERVQUAL1-27PZBSERVQUAL3-58Figure1-2Theframeworkforresearch9GDP50%20701232.11Levitte(1972)[2]LewisBooms1983[3]Gronroos1983[4]GronroosParasuramanSERVQUAL2Lehtinien1984[5]123Rust&Oliver1994[6]103Parasuraman1985[7]Sasser1987[8]ParasuramanSasserParasuramanGAP2.22.2.119801GronroosGronroos1982[9]1112Gronroos19832-12JuranJuran(1986)[10]123453MartinMartin(1986)[11]Figure2-1ThemodelforperceivedqualityGronroos,C.(1983),”StrategicManagementandMarketingintheServiceSector”,MarketingScienceInstitute,BostonMay,pp.35124SasserSasser(1987)[8](1)2345675ParasuramanParasuraman1985[7]2-212345678910198812345136MurdickMurdicketal.1990[11]127MitraMitra1993[12]1234ParasuramanFigure2-2EvaluationmodelforservicequalityParasuraman,A.,Zeithaml,V.A.,andBerry,L.L.(1985),”AconceptualModelofServiceQualityandItsImplicationforFutureR,JournalofMarketingresearch”,Vol.49,PP41-50142.2.21999[14]GronroosSasserBerry1997[15]1999[16]2004[17]2006[18]2004[19]2003[25]2.31985ParasuranmanSERVQUAL152.3.11SERVQUALSERVQUALExpectationPerceptionGapAnalysisModel2-3Figure2-3GapmodelforservicequalityParasuramanA.,Zeithaml,V.A.,andBerry,L.L.(1985),”AconceptualModelofServiceQualityandItsImplicationforFutureR,JournalofMarketingResearch”,Vol.49,PP41-5016Parasuraman,Zeithmal&Berry(1988)198522SERVQUALQ=P-E12345Parasuraman,Zeithmal&Berry1990[33]SERVQUAL2-117Table3-1SERVQUALmeasuringscaleParasuramanA.,Zeithaml,V.A.,andBerry,L.L.(1990),”RefinementandReassessmentoftheSERVQUALScale”,JournalofRetailing,Vol.67,PP.420-45012345678910111213141516171819202122SERVQUAL2-2SERVQUALHassanAl-Tammi2003Choi,kui-Son2004(D.NelandL.Pitt,1993)M.Augustyn,1998Bojanic,1994182005[27]2001[28]1234Table2-2TableforcomparisonofSERVQUALmeasuringscaletableandtenfactortableParasuramanA.,Zeithaml,V.A.,andBerry,L.L.(1990),”RefinementandReassessmentoftheSERVQUALScale”,JournalofRetailing,Vol.67,PP.420-450(2)SERVPERFParasuraman,Zeithmal&BerrySERVQUALCarman1998[29]Carman12Cronin&Taylor1992[30][SERVPERFserviceperformance]SERVQUAL191SERVPERFSQ=P2SERVPERFSQ=I*PSQPISERVPERFSERVQUAL(3)PROMPTMichaelQuinn&JohnHumble2000[31]PROMPT2-41PrioritizingCustomerneeds2reliabilityiscritical3Organizingforcustomer4Measuringcustomersatisfaction205Personaltraining6Technologyfocusing2.3.2SERVQUALGFIAGFIRMRSERVPORSERVQUALFigure2-4PROMPTmodel21SERVQUALPROMPT2003[25]2.4Stru