Authors: Philipp Sauer, Brandon D. Spradley, Fred J. Cromartie
Affiliations: United States Sports Academy
Philipp Sauer, Ed.D.
+49 151 44510307
Philipp Sauer received his doctoral degree (Ed.D.) in Sports Management from the United States Sports Academy.
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.