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影响消费者满意度和事件后评价的一个关键因素是感知。Neal(2004)认为,感知是影响消费者购买行为的主要内部因素之一,它决定了消费者在获得产品或体验到所提供的服务后的满意程度。在慈善活动中,为了使活动顺利进行,需要大量依靠工作人员和志愿者提供的服务,参与者通常将优质服务定义为他们的期望和感知之间的差异。消费者的认知就是一切,因为一旦消费者对某一特定产品产生负面认知;未来与该产品的合作是非常不可能的。此外,他们对所提供服务的看法在很大程度上是由他们的期望所驱动的。只要服务体验符合他们的期望,客户就会满意,并很可能参与到未来的事件中。因此,感知是一个关键的决定因素,它将消费者与满意程度以及他们对事件的正面或负面评价联系起来。在经历过某一特定事件后,参与者会将满意感(积极的事件后评价)或不满意感(消极的事件后评价)储存在记忆中,这将影响他们未来是否应该再次参与该事件的选择(Neal 2004)。重要的是,慈善体育活动提供的设施或服务必须满足客户的需求,希望或期望,以鼓励人们在未来再次参与。如果一个人经历了低质量的服务(如食物和饮料不足)或员工提供不合格的服务,那么他未来的出勤率将是有疑问的。此外,参与者最有可能通过附属慈善机构提供的物理条件或设施来评估活动,如停车位选择、垃圾管理系统(厕所设施)不足、急救设施、注册流程的便利性、信息提供等。如果参与者对这些服务或设施给予积极的评价,那么就可以引导人们继续参与这些慈善体育活动.


A crucial factor affecting consumer satisfaction and post event evaluation is perception. According to Neal (2004), it is mentioned that perception is one of the main internal influences that will shape consumer buying behavior and will determine the level of satisfaction after having obtained the product or experienced the service provided. In the case of having a charity event, which heavily relies on the service provided by the staff and volunteers in order for the event to run smoothly, participants generally define quality service as the discrepancy between their expectations and perceptions (O’Neill et al. 1999). Consumer perception is everything because once consumers have negative perceptions towards a particular product; future involvement with that product is very unlikely. Furthermore, their perception of the service provided is highly driven by their expectations. As long as the service experience lives up to their expectations, the customer will be satisfied and will likely participate in future happenings (O’Neill et al. 1999). Therefore, perception is a critical determinant that links consumers to the level of satisfaction and how positively or negatively they are going to evaluate the event. After having experienced a particular event, participants will store the feeling of satisfaction (positive post-event evaluation) or dissatisfaction (negative post-event evaluation) in their memory and it is going to affect their future choices of whether they should re-participate in the event or not (Neal 2004). Importantly, the facilities or services available at the charity sports event must meet customer needs and wants or expectations in order to encourage people to participate again in the future. If a person experiences low-quality service (such as insufficient food and beverages) or incompetent service delivery from staff, then future attendance will be in doubt (Getz, 1998). Moreover, the participants are most likely going to evaluate an event through the physical conditions or facilities which are provided by the affiliated charity, such as parking options, insufficient waste management system (toilet facilities), first aid facilities, convenience of registration process, information provision and so on. If participants give those services or facilities positive evaluation, then it could lead people to continuously participate in those charity sport events


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