Abstract: Using the methods of literature, factor analysis, and IPA analysis, this present paper takes consumers participating in large-scale sports events as the subjects to investigate the service quality of 100 large-scale commercial sports events in China. The results show that among the 36 service indicators of large-scale sports events, 14 indicators are related to consumers' expectations, revealing that consumers' evaluation of service quality is positive, and should be maintained in the follow-up events; 2 indicators are about consumers' excitement needs and their evaluation of service quality is high. Given the fact the importance of sports event service need is not high, the allocation of resources should be more rational; 20 indicators are related to consumers' basic needs, revealing that the service quality is poor, therefore, the organization and operation in the follow-up events should be improved. Based on this empirical analysis, two strategies, namely, improvement and upgrading, and maintenance and optimization, are put forward to strengthen the service quality of large-scale sports events in China.

Key words: large-scale sports events, service quality, consumer satisfaction, IPA analysis