Service Quality And Customer Satisfaction Case Study

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Topic: “Relationship between Service Quality and Customer Satisfaction: The Case Study of the Olympic Sports Club in Bangkok” CHAPTER 1 GENERALITIES OF THE STUDY 1.1 Introduction When the market is full of competitors and marketing is shifted from internal consequences of performance (i.e., productivity and profit) to the external consequences of performance (i.e., consumer well-being), practitioners in the sports industries need to pay attention on customer satisfaction and service quality. (Kerkby, and Nelson, 2003) In order to enhance the profitability and productivity of a sport clubs, it must make the customers loyal to them. In many different industries such as hotel, retail market and recreation industries, all concern about service…show more content…
SERVQUAL was a tool use for measuring and managing service quality which is the most popular model to measure business service quality. Many researchers applied SERVQUAL model in to their researches, and the model was useful in many industries such as travel, hospitals, hotels and banks (Francis Buttle, 1995). Service quality has play an important role in term of the research topic because its related to costs (Crosby, 1979), profitability (Buzzell and Gale, 1987; Rust and Zahorik, 1993; Zahorik and Rust, 1992) and customer satisfaction (Bolton and Drew, 1991; Boulding et al., 1993). Service quality is one of the key leading to marketing and financial performance. The developers identified 5 gaps on service provider’s part which impact to customer perception of service quality. Service quality is related to the concept of customer perceptions and expectations (Parasuraman et al., 1985, 1988; Lewis and Mitchell, 1990). Figure 1: Gap Model Source: Parasuraman et al.…show more content…
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