Perceptions of service quality and customer satisfaction

Abstract

This chapter outlines how two key concepts in customer behaviour – service quality and customer satisfaction – apply in sports markets. The two are linked, with quality being a key forerunner to customer satisfaction. Given that the fans often must watch poor performances from their favourite teams or athletes, and participation in sport events can lead to negative outcomes like injury, the management of quality in sport is challenging. To help address this, the key theories related to improving quality are discussed, with a focus on the application of SERVQUAL and service blueprinting to sports. The management of customer satisfaction is then discussed in different sport contexts, with a detailed examination of the results of a large research project focused on managing season ticket holder satisfaction for sport teams.