Abstract

The research presented in this study replicates and extends the QSport-10 scale proposed by Rial, Varela, Rial and Real in their 2010 study, by incorporating the Programme dimension into the original measurement of service quality in Physical Activity and Sports Centres(PSCs). The objective of this research is to examine the dimensionality of the QSport-10 scale and extend it to capture the additional Programme service quality dimension. Study results confirmed the dimensionality of the service quality measurement offered by the QSport-10 scale and presented strong empirical support for the existence of Programme, Installations and Staff dimensions. Programme dimension was considered the most important factor for the largest consumer segment in the study.  

Executive summary

Significant growth trends in the popularity and use of PSCs can be observed around the world. Among the many factors contributing to this trend (and perhaps the most significant) is the shift in consumer attitudes towards attaining a healthier lifestyle through the means of exercise and physical activity. This enhanced consumer demand has contributed to the proliferation of both commercial and not-for-profit Sports and Physical Activity Services (SPS), resulting in a highly competitive market environment. In order to be successful in this competitive environment, SPS organisations need to adopt customer-oriented strategies, focus on satisfying their customers’ needs and differentiate themselves from the competition. To this end, service quality becomes a crucial factor in both maintaining existing customers and attracting new ones. 

Current literature presents differing views on how to measure the service quality construct. Some scholars argue that universal standardised measurements of service quality should be used in all service contexts.

Others support the development of measurement instruments for specific service environments – arguing that both the construct and the dimensions obtained are dependent on the type of service assessed and on other context-specific elements. This study supports the latter approach of measuring service quality in the SPS. 

The QSport-10 scale is one of the most recently developed scales specifically for measuring service quality in the SPS sector. The scale proposes to measure service quality in two dimensions – Staff and Installations. However, the QSport-10 scale does not address one of the most critical aspects of this sector – programmes offered by the service provider. There is strong literature support for the Programme dimension, which influences customer demand, experience and satisfaction. Therefore, the main objectives of this study was to re-examine the QSport-10 scale and present a modified scale (QSport-14), which incorporates a Programme dimension into the measurement of service quality in the physical activity and sports services sector. 

Data for the study was obtained using personal interviews with existing customers of a large PSC in an emerging market. Study results not only confirm the dimensionality of service quality measure offered by the QSport-10 scale but also present strong empirical support for the existence of a Programme dimension. Additional analyses of the data indicate that the importance of these dimensions differs acrossdifferent customer segments. Programme dimension was considered the most important factor for the largest consumer segment in the study. This paper presents an empirical study which emphasises that any conceptualisation and measurement of service quality in the SPS sector should incorporate at least three important dimensions; Installations, Programme and Staff. This study concludes that, instead of using universal standardised measurements of perceived service quality, both construct and its dimensions should be assessed at specific service contexts and different measurement instruments should be developed. 

Introduction

Theoretical background

Methodology

Analysis and results

Conclusion and discussion

Limitations and future research

Biographies

References

Angell, R.J., Heffernan, T.W. & Megicks, P. (2008) Service quality in postgraduate education, Quality Assurance in Education 16(3), 236-254.

Asubonteng, P., McCleary, K.J. & Swan, J.E. (1996) SERVQUAL revisited: a critical review of service quality, Journal of Services Marketing 10(6), 62-81.

Avkiran, N.K. (1994) Developing an instrument to measure customer service quality in branch banking, International Journal of Bank Marketing 12(6), 10-18.

Babakus, E. & Boller, G.W. (1992) An empirical assessment of the SERVQUAL scale, Journal of Business Research 24, 253- 268.

Babakus, E. & Mangold, W.G. (1992) Adapting the SERVQUAL

scale to hospital services: an empirical investigation, Health Services Research 26(6), 676-686.

Bagozzi, R.P. (1981) Evaluating structural equation models with unobservable variables and measurement error: a comment, Journal of Marketing Research 18 (August), 375-381.

Bitner, M. J. (1995) Building service relationships: it’s all about promises, Journal of the Academy of Marketing Science 23(4), 246-252.

Bitner, M.J. (1990) Evaluating service encounters: the effects of physical surroundings and employee responses, Journal of Marketing 54, 69-82.

Bolton, R. N. & Drew, J. K. (1991) A multistage model of customers’ assessments of service quality and value, Journal of Consumer Research 17, 357-384.

Brady, M.K. & Cronin, J.J. (2001) Some new thoughts on conceptualising perceived service quality: a hierarchical approach, Journal of Marketing 65(3), 34-49.

Brady, M.K., Cronin, J.J. & Brand, R.R. (2002) Performance- only measurement of service quality: a replication and extension,Journal of Business Research 55, 17-31.

Brown, S.W., Churchill, G.A. & Peter, J.P. (1993) Improving the measurement of service quality, Journal of Retailing 69(1), 127- 139.

Browne, M. W. & Cudeck, R. (1993) Alternative ways of assessing model fit, in: K. A. Bollen & J.S. Long (Eds) Testing structural equation models (Sage, Newbury Park).

Buttle, F. (1996) SERVQUAL: review, critique, research agenda,European Journal of Marketing 30(1), 8-32. 

Byrne, B. M. (2001) Structural equation modeling with AMOS –Basic concepts, applications, and programming, Mahwah, NJ: Lawrence Erlbaum Associates Inc., Publishers.

Carman, J.M. (1990) Consumer perceptions of service quality: an assessment of the SERVQUAL dimensions, Journal of Retailing 66(1), 33-55.

Chelladurai, P. (1992) A classification of sport and physical activity services: implications for sport management, Journal of Sport Management 6, 38-51.

Chang, K. & Chelladurai, P. (2003) System-based quality dimensions in fitness services: development of the scale of quality, The Service Industries Journal 23(5), 65-83.

Costa, G., Tsitskari, E., Tzetzis, G. & Goudas, M. (2004) The factors for evaluating service quality in athletic camps: a case study, European Sport Management Quarterly 4, 22-35.

Crompton, J., MacKay, K. & Fesenmaier, D. (1991) Identifying dimensions of service quality in public recreation, Journal of Park and Recreation Administration 9(3), 15-27.

Cronin, J.J. & Taylor, S.A. (1992) Measuring service quality: a re- examination and extension, Journal of Marketing 56(3), 55-68.

Cuthbert, P.F. (1996) Managing service quality in HE: Is SERVQUAL the answer? Part 1. Managing Service Quality 6(2),11-16. 

Dean, A. M. (2004) Links between organisational and http://www.steelbee.net/baogao/c368 customer variables in service delivery: evidence, contradictions, and challenges, International Journal of Service Industry

Management 15(4), 332-350.

Dotchin, J.A. & Oakland, J.S. (1994) Total quality management in services Part 2: Service Quality, International Journal of Quality and Reliability Management 11(3), 9-26.

Firdaus, A. (2006) Measuring service quality in higher education: HEdPERF versus SERVPERF, Marketing Intelligence and Planning 24(1), 31-47.

Gabbott, M. & Hogg, G. (1995) The glory of stories: using critical incidents to understand service evaluation in the primary healthcare context, Journal of Marketing Management 12(6), 493-503.

Gabbott, M. & Hogg, G. (1998) Consumers and services, John Wiley & Sons, Chichester.

Gencer, R.T., Demir, C. & Aycan, A. (2008) Variables affecting sport tourists’ service quality perceptions in ski resorts, Ege Academic Review 8(2), 437-450. 

Grandzol, J.R. & Gershon, M. (1998) A survey instrument for standardising TQM modeling resea

如需定做,Essay请联系我们专家定制团队，QQ337068431，热线咨询电话：021-62170626

相关文章：

• 留学生essay范文：中国招商银行的财务分析研究
• 留学生财务分析essay范文：business and financial analysis
• 留学生毕业论文写作指南THE DISSERTATION
• 中国招商银行（CMB）财务表现评估-牛津布鲁克斯大学essay：Oxford Brooks University-Research and Analysis Report:AN EVALUATION OF THE BUSINESS AND FINANCIAL PERFORMANCE OF CHINA MERCHANT BANK (CMB)
• 硕士essay论文手册MSc Dissertation Handbook-THE DISSERTATION

标签： Service quality   measurement instrument   physical activity   sport centres