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

Example Candidate Response Booklet

Example Candidate Response (ECR) Booklets are a source of crucial information for Centres and Candidates as they use real candidate responses. We ask Senior Examiners to comment on five or more responses in terms of why the mark was awarded with commentary about how to improve the answer (if necessary).

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.