Strategic Sport Marketing

By David Shilbury; Shayne Quick et al. | Go to book overview

8
Customer
satisfaction and
service quality

Stage 1—Identification of marketing opportunities

Stage 2—Strategy determination

Step 5—Determine core marketing strategy

Marketing and service mixsport product, pricing, place (physical evidence, people, process), customer satisfaction

Stage 3—Strategy implemention, evaluation and adjustment

Linda van LeeuwenCHAPTER OBJECTIVESChapter 8 introduces customer satisfaction and service quality, two constructs central to customer retention and therefore organisational success. The chapter details why it is important for sport organisations to provide highquality service and to satisfy customers (i.e. spectators and participants). It describes the various aspects of sport products that spectators and participants evaluate and provides information on how to measure and model both customer satisfaction and service quality. The chapter concludes by emphasising the centrality of customer expectations to service quality and customer satisfaction and the subsequent importance of sport marketers understanding and managing these expectations.After studying this chapter you should be able to:
1. Comprehend the importance of customer retention.
2. Recognise customer satisfaction and service quality as two key influences on spectator and participant retention.
3. Articulate the importance of customersatisfaction and service quality.
4. Recognise the many and varied aspects of the sport service that customers evaluate.
5. Measure customersatisfaction and service quality.
6. Understand the processes by which customer satisfaction and service quality are derived.
7. Articulate the centrality of customer expectations to customersatisfaction and service quality.

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