Institute of Commercial Management | Qualification Subject

Customer Service Management in Sport

Main Topics of Study

Definitions and Importance of Customer Service Focus on the Customer

A definition of what is excellent customer service and who are the customers?
The “gaps model of service quality”
The importance of excellent customer service and the impact of poor customer service
Consumer behaviour in services
Customer expectations of service and the “zone of tolerance” model
Customer perceptions of service and service encounters

Understanding Customer Requirements

Measuring service quality
Determining customer service requirements and views on the current service using, for example, SERVQUAL surveys, critical incident surveys, mystery shopping, customer panels, focus groups etc
Using skills such as active listening, assertiveness training, establishing rapport, etc

Delivering and Performing Service

The “Services Marketing Triangle”
Employees’ roles. Customers’ roles
Delivering services through intermediaries and electronic channels
Service recovery options and the handling of complaints

Recommended Reading

Main Text:

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Services Marketing: Integrating Customer Focus Across the Firm. Zeithaml V. A., Bitner, M. J., Gremler, D. D., (2009), New York: McGraw Hill

Indicative Text:

Alternative Text and Further Reading:

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The Business of Sports Management. Beech, J., and Chadwick, S., (2009). Harlow: Prentice Hall

The Sport and Fitness Sector, an introduction. Oakley, B. and M. Rhys. (2008). Abingdon: Routledge

Torkildsen’s Sport and Leisure Management. Taylor, P (Ed)., (2010) Abingdon: Routledge.