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ERIC Number: ED427924
Record Type: Non-Journal
Publication Date: 1999
Pages: 15
Abstractor: N/A
Reference Count: N/A
Measuring Service Quality in Recreational Programs with SERVQUAL.
Bauch, Joel R.
Many directors of college recreational programs are feeling pressure for increased accountability in the face of shrinking financial resources and increased demand for services. One method of providing that accountability and learning about the strengths and weaknesses of services offered is by assessing the level of client satisfaction. Developed by marketing researchers, SERVQUAL is a service quality measurement tool that compares clients' expectations for service performance with their perceptions of actual service performance. The tool divides customer satisfaction into five measurable components: tangibles, reliability, responsiveness, assurance, and empathy. A questionnaire used by Campus Recreation at the University of Nebraska at Omaha was altered from its retail industry origins to meet the needs of college programs and includes 22 statements on client expectations of service quality, 22 statements on client perceptions of service quality, and sections on use patterns and demographics. The statistics generated are basic and relatively easy to compile on a spreadsheet program. Survey information can provide direction for staff training, equipment purchasing, facility design, and other program aspects that affect customer satisfaction. This paper includes a sample survey and suggestions for survey implementation and interpretation. (Author/SV)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers; Tests/Questionnaires
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A