customer relationship – The Sport Journal

Influence of Service in a Sports Environment: Case Study on Borussia Bortmund

Authors: Philipp Sauer, Brandon D. Spradley, Fred J. Cromartie

Affiliations: United States Sports Academy

Corresponding Author:
Philipp Sauer, Ed.D.
Breddestr.36
58452 Witten
Germany
japhil@t-online.de
+49 151 44510307

Philipp Sauer received his doctoral degree (Ed.D.) in Sports Management from the United States Sports Academy.

ABSTRACT
The purpose of this study was to investigate the effects of internal and external service factors on customer satisfaction in a sports environment. The study was conducted at Germany’s largest soccer stadium, the Signal Iduna Park of Borussia Dortmund, with a capacity of 80,720 people. The study used two questionnaires: (1) a demographic survey and (2) a customer satisfaction survey on service quality. This questionnaire focused on the five dimensions of facilities, staff, security, access, and reliability.

Several statistical methods were used for analyzing the results. Descriptive statistics were used to compare and illustrate research findings. Spearman Rank-Order Correlation was used to identify correlations between customer satisfaction of service quality and demographic characteristics. In addition, regression analysis was used to investigate the relationships between a dependent variable and one or more independent variables. It was used to find the equation that represents the relationship between the variables.

The findings revealed that satisfaction with employee services had the highest impact on the overall customer satisfaction. As a result, the sport managers must create an attractive organizational climate to recruit and retain highly-motivated employees who are positive and courteous every time they speak to a customer. Service managers must understand that employees have a major impact on overall customer satisfaction.

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Service Personnel as a Key Success Factor in a Sports Environment

Authors: Philipp Sauer, Brandon D. Spradley, Fred J. Cromartie

Affiliations: United States Sports Academy

Corresponding Author:
Philipp Sauer, Ed.D.
Breddestr.36
58452 Witten
Germany
japhil@t-online.de
+49 151 44510307

Philipp Sauer received his doctoral degree (Ed.D.) in Sports Management from the United States Sports Academy. Furthermore, he is an alumnus of the University of Liverpool, UK and the European University of Applied Sciences, Germany. His academic work mainly focuses on service and customer relationship management.

ABSTRACT
Organizations have learned that services contribute largely to the success of product selling. The arrival of the Internet has transferred power from the suppliers to the customers. There are several industries, which have experienced heavy changes in the last few decades. The financial and travel industries are two prime examples of how rigid structures have changed significantly.

Like organizations from traditional industries, sport organizations face the challenge of meeting the rising expectations of spectators. A successful philosophy that focuses on total quality orientation in the transaction of the provider with the consumer asks organizations to clearly define their customers for being able to identify and respond to needs, but also to influence what is perceived service quality by the targeted segment of the market (Papadimitriou & Karteroliotis, 2000).

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