David J. Shonk, PhD; and Cindy Lee, PhD C H A P T E R 18 Managing Service Quality in International Sport David J. Shonk, PhD; and Cindy Lee, PhD Chapter 18

Chapter Objectives Define service quality Describe the characteristics of a service Identify various types of services such as consumer, professional, and human services Describe the various standards, targets, and evaluators of quality in international sport (continued)

Chapter Objectives (continued) Discuss how international sport organizations approach the concept of customer service Understand service quality in relation to international sport Discuss service failure and recovery Explain why organizations employ service guarantees

Service and Service Quality Defined Services are acts, deeds, performances, or efforts, whereas goods are defined as articles, devices, materials, objects, or things. Service quality is defined as the gap between the customer’s expectations of a service and the customer’s perceptions of the service received.

Characteristics of Services Intangibility. Heterogeneity. Inseparability. Perishability. Services are intangible (i.e., cannot be seen, felt, tasted, or touched), in contrast to goods (Zeithaml et al., 1985). (continued)

Characteristics of Services (continued) Services are heterogeneous because people are often involved in supplying it and because each customer is different (Klassen, Russell, & Chrisman, 1998). A service is inseparable because it is both produced and consumed at the same time. Services are perishable (i.e., cannot be saved, stored, resold, or returned the way a good can) (Lovelock & Gummesson, 2004).

Perishability In international sport, the concept of perishability is important because after an event ends, sport managers will never have another opportunity to sell inventory (e.g., tickets, sponsorships) for that particular event again. For example, if a person had a ticket for the Opening Ceremony of the Olympics Games but could not make it to the venue, the value of the ticket and the opportunity to watch the event would be gone after it ended.

SERVQUAL—A Five-Dimension Service Quality Model Tangible elements (physical facilities, equipment and appearance of personnel) Reliability (ability to perform service) Responsiveness (helpfulness, promptness) Assurance (knowledge and courtesy) Empathy (caring, attention of personnel) —Parasuraman, Zeithaml, and Berry (1988)

Consumer Perceptions of Quality in International Sport Interpersonal interactions Core service Physical context

Stadium Services and the Arsenal Football Club Spectator Experience Read the case study on page 386 of International Sport Management.

Service Failure and Recovery in International Sport When a sport organization experiences a breakdown in the service process, the service organization experiences a service failure. A service guarantee is an effective way to improve or jump-start quality.

Australian Open: Key Service Elements at an International Event Read the case study on page 388 of International Sport Management.