Guideline of Service Managerial Strategies Development Based on Marketing Mixes Concepts for Promoting Exercise Activities in Sport Park

Guangyu Wang; Nopporn  Tasnaina

doi:10.60027/ijsasr.2023.3516

Authors

Guangyu Wang Faculty of Sports Science and Technology, Bangkokthonburi University, Thailand https://orcid.org/0009-0005-2142-1589
Nopporn Tasnaina Faculty of Sports Science and Technology, Bangkokthonburi University, Thailand https://orcid.org/0009-0001-6086-0657

DOI:

https://doi.org/10.60027/ijsasr.2023.3516

Keywords:

Service Managerial Strategies; , Marketing Mixes; , Serve Quality; , Zhanjiang Sports Center Park

Abstract

Background and Aim: In 2014, the Chinese government issued Several Opinions on Accelerating the Development of the Sports Industry and Promoting Sports Consumption Six tasks including enriching market supply, building several small and medium-sized sports facilities for the convenience and benefit of the people, developing fitness and leisure programs and enriching sports events; We should also create a fitness atmosphere, advocate a healthy life, and actively promote the opening of public sports facilities. This research objective was to create a guided servicing managerial strategies development based on marketing mixes concepts to develop service operation in public sports parks.

Materials and Methods: This research was conducted by the integrative approach of Serve Quality and Marketing Mixes. Data was collected by interviewing experts and a questionnaire which constructed by the researcher to collect data from samples who participated in the sport park activities total of 20 experts’ interviews and 384 people for the questionnaire. Develop questionnaires to survey the problems, obstacles, needs, and suggestions on physical fitness, sports, and exercise activities in the park of the people and officers in those parks by applying POLC 4 m’s, SERVQUAL, and marketing mixes concept questionnaires. Use a software package to analyze the data.

Result: The Sport Center Park is funded by the Zhanjiang government and it is managed by the Zhanjiang Sports Bureau. It is necessary to define the vision, and goal to notify the expected status of the park in the future and motivate the staff to meet them. Should assignment and organization of the resources and distribution of functions into groups to establish working relationships and coordination to accomplish tasks with efficiency and effectiveness. Select the right persons, train those needy persons, promote of best persons, retirement of old persons, performance appraisal of all the personnel, and adequate remuneration of personnel. The direction deals with making the workers learn techniques to perform the jobs assigned to them. Direction includes guidance, supervision, and motivation of employees. And Co-ordinating helps an organization accomplish objectives. The difficulty of coordination depends upon the size of the organization. The difficulty of co-ordination is increased with the increasing of the size of the organization. Motivation includes increasing the speed of performance of a work and developing a willingness on the part of workers. This is done by a resourceful leader. The workers expect favorable climate conditions to work and fair treatment. The park should pay attention to having more standardized management and consider the marketing mix components to create the management and service.

Conclusion: Customers’ observed response is commonly lower than their expected response, especially on the aspects of promotion, people, and physical evidence, which means the sport park management can be improved on these aspects. The limitations of this research are the small sample size of the investigation, which may constrain the evaluation results; what is measured in this paper is only the current service quality of the sports park, not a long-term result of service quality, so it lacks a certain dynamic. Based on this study, the author put forward management strategies for the Zhanjiang Sports Center Park.

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