Deck 9: Sport Services: Service Quality and Satisfaction

Question 1

The overarching service gap is a function of four other gaps. Describe these and provide an example of each.

Answer 1

The knowledge gap occurs when what management believes customers expect is different from what customers actually do expect. The standards gap occurs where there are insufficient resources to deliver what customers expect, or when management is apathetic to providing expected service levels. The delivery gap arises as a result of a lack of willingness or ability of the service personnel. The communications gap occurs where an organisation over-promises in its advertising and other communications. Provide an example of each.

Question 2

What are the five dimensions of SERVQUAL, and what does each refer to?

Answer 2

The five dimensions of SERVQUAL are:
1. tangibles: physical facilities, equipment and appearance of personnel;
2. reliability: ability to perform the promised service dependably and accurately;
3. responsiveness: willingness to help customers and provide prompt services;
4. assurance: knowledge and courtesy of employees and their ability to inspire trust and confidence;
5. empathy: caring, individualised attention that the firm provides its customers.

Question 3

Consumers' expectations of product or services prior to experiencing them can be influenced by multiple factors. Provide two examples of such influences.

Answer 3

Expectations can be influenced by: communications provided by the sport organisation; the place or physical environment; the price attributed to a service; comparisons consumers make to similar or substitutable products; the influences or perceptions of networks of family and friends.

Question 4

Define service quality and satisfaction. What positive consequences may be produced for sport organisations related to these concepts?

Question 5

What are two examples of how satisfaction data can be collected?

Question 6

Direct and indirect methods of measuring customer satisfaction can be used in combination.

Question 7

Which of the following is or are NOT possible outcomes of expectation disconfirmation?

A) Negative disconfirmation
B) Zero disconfirmation/confirmation
C) Reverse disconfirmation
D) Positive disconfirmation
E) Both B and C are not outcomes

Question 8

Many forms of sport consumption are complex combinations of benefits with consumers becoming heavily involved in their consumption as a result. Of the following examples, which are the most relevant to involvement?

A) Emotional and identification benefits
B) Product and service benefits
C) Intangible and hedonic benefits
D) Wellbeing and physical benefits

Question 9

Season ticket-holder (STH) satisfaction has been shown to be driven by multiple facets. Which set of responses are NOT drivers of STH satisfaction?

A) Ticketing, service and communications
B) Communications and team administration
C) Value for money and likelihood to renew
D) Personal involvement and home ground

Question 10

Principles of relationship marketing applied to consumers can assist in driving a range of outcomes for organisations. Which of the following is NOT an outcome of relationship marketing?

A) Better understanding of consumers
B) Less marketing information being available
C) Higher levels of consumer loyalty
D) Development of products