THE INFLUENCE OF SERVICE QUALITY AND PERCEIVED VALUE THAT AFFECTS CUSTOMER DEMAND WITH THE MODERATOR ROLE OF WATCHING FREQUENCY BEHAVIOR OF THE CHINESE BASKETBALL ASSOCIATION
The quality of event services, as an important indicator to promote the high-quality development of ornamental sports, has important reference significance for the marketing decisions of event organizers and managers. Although many scholars have explored the influencing factors of service quality in the research on the Chinese Basketball Association (CBA), there is still no scholars who have explored the framework of the relationship between service quality and Customer demand in CBA. On the basis of sorting out the research on service quality, perceived value, Customer demand, and watching frequency, this research constructs a relationship model between CBA service quality and Customer demand, and tests the relationship model between service quality and Customer demand through structural equation modeling. The model is validated through in-depth interviews and predictions are made on how to improve service quality, attempting to provide theoretical basis for guiding event marketing strategy innovation. Service quality has a positive impact on customer demand, which is mediated by perceived value and moderated by watching frequency; In terms of innovative management models for service quality, CBA can focus on improving and enhancing their service quality through technological digital supply, full process management, employee training, optimized viewing experience, and diversified service channels. At the same time, diversified brand promotion and pricing strategies should also be considered to enhance the attractiveness and profitability of the event.
CBA; Event Services; Service Quality Management; Perceived Value; Customer Demand.