Does service quality affect customer satisfaction in sports facilities: Case study on Cardiff Metropolitan University

Abstract

The aim of this study was to comparing levels of satisfaction between student facility members and general public facility members of Cardiff Metropolitan Sports Facility. These levels of customer satisfaction were based on the level of service provided by facility staff. The levels of customer satisfaction were then compared to the perceived levels of customer satisfaction that the facility staff thought existed. The study was specific to Cardiff Metropolitan as it is in a unique situation as it is open to general public as well as student members and is also used for lecturing purposes. The study found that there were substantial service quality gaps within the facilities and that this was mainly down to the part-time student staff. Due to the fact that most of the staff within the facilities is student it emphasised that there is a shortfall is service quality within the majority of Cardiff Metropolitan University sports facilities. Although the manager understands that service quality can be perceived differently between each customer he has not realised the service quality gaps found are based mostly within the student member base. To conclude a number of monitoring and evaluation processes have been recommended to the facility management in order to help improve and strength the level of service given to both student and general public members.