Chapter 13 Flashcards

1
Q

What are the most important characteristics of managing quality?

A
  • Moments of Truth (person meets brand)
  • Brand experience/knowledge
  • Quality of customer experience within control
  • Delivery of brand promises: premium on fast service, courtesy shown by service employees, cleanliness of the physical environment, or some other aspect of the consumption experience,
  • Proactively manage moments of truth- will strengthen customer relationships
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2
Q

What is the definition for customer satisfaction?

A

Customer satisfaction – person’s feelings of pleasure or disappointment that result from comparing a product’s perceived performance to their expectations.

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3
Q

What is service quality in relation to customer satisfaction?

A

Service quality is one of the determinants of customer satisfaction.

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4
Q

What are service quality factors (SQF)?

A
  • Comparison expectations to actual performance
  • Customer-based view - perceived quality; resides in minds of consumers
  • Services intangible - customers often involved in delivery; subjective evaluation
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5
Q

In relation to SQF (service quality factors) what are 6 factors that make a sports property tangible?

A
  1. Venue (Aesthetics and layout of physical environment in which sporting event is held)
  2. Sportscape (Design of customer touch points in a sports venue – entry/exit points, concourses/walkways, aisles and seats, restrooms, foodservice areas)
  3. Equipment (Scoreboards, digital signage, video replay screens)
  4. Employee appearance (Uniform look creates perceptions of professionalism and consistency)
  5. Mascots (Branding element that brings a team’s personality to life)
  6. Entertainment (Music, cheerleaders, bands, videos, and games)
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6
Q

What are 4 adjectives that describe the character of SQF?

A
  • Reliability
  • Responsiveness
  • Assurance
  • Empathy
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7
Q

What does it mean that SQF were reliable?

A
  1. Was service delivered accurately and dependably?
  2. Fulfillment of promises
    * Explicit promises: eg start on time, guaranteed seating, promises to sponsors
    * Implicit promises: expectations when you attend an event eg parking, restrooms, courtesy of personnel
  3. Response to failure in reliability
    * Guarantees: eg offer free tickets, free food, better seating
    * On-field performance guarantees
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8
Q

What does it mean that SQF were responsive?

A
  1. Willingness of employees to
    * Help customers
    * Offer prompt service - length of wait and speed of service
  2. Adequate staffing
  3. Layout of facility
  4. Service Blueprinting focuses on who is responsible for each task and looks for any weak points in service delivery
    * Customers- who initiate the service process
    * Frontline service employees-who interact with the customers
    * Backroom service employees- provide frontline support
    * Support personnel- supporting service employees
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9
Q

What does assurance mean in SQF?

A
  1. Consumers’ perceptions about knowledge and capability of service providers
  2. Employee’s actions can build trust and confidence
  3. Customer service employees face of organization
  4. Point of contact can be – random; coordinated by service personnel; initiated by customers
  5. Proactively managing sponsorship interactions
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10
Q

What does empathy mean in SQF?

A
  1. Attitude of caring
  2. Individualized attention
  3. Customer service representatives
  4. Perks or special access: offered to the customer
  5. Dedicated personnel to service sponsors
    * Ticket needs
    * Activation efforts: win-win: what are the sponsors wanting to achieve!
    * Reports on sponsorship fulfilment
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11
Q

What are the advantages of outsourcing various functions?

A
  1. Expertise (Take advantage of knowledge an outside firm possesses)
  2. Objectivity (Provide an unbiased outside perspective)
  3. Resource availability (Outside firm has advantageous resources or relationships)
  4. Cost effectiveness (Outside firm may be able to perform certain tasks at lower cost)
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12
Q

What are the reasons for keeping marketing functions in-house?

A
  1. Control (Reporting relationships for personnel and day-to-day responsibilities remain within the organization)
  2. Consistency (Decisions and execution can be managed to remain true to brand values; correlated highly with control advantage)
  3. Cost (Outsourcing can be cost prohibitive for small properties; Smaller properties may not be appealing to agencies or firms as a client)
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13
Q

What services can be outsourced?

A
  • Ticket sales
  • Sponsorship sales
  • Media
  • Facility operations
  • Marketing communications
  • Market research
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14
Q

What are the characteristics of outsourcing ticket sales?

A
  • Transactional aspects are easier to perform - order fulfillment and ticket distribution; straightforward process
  • Relational aspects are more difficult to perform - lead generation-create interest -what leads can we get to new/potential customers; prospecting for customers; closing deals
  • You can outsource entire ticket sales operation
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15
Q

What activities can be outsourced in outsourcing ticket sales?

A
  1. Consulting (Develop programs for selling season tickets, group tickets, and individual event tickets)
  2. Training (Beneficial for developing selling skills or exposing salespeople to different techniques or approaches to the selling process)
  3. Outsourced operations (Turn over all aspects of ticket sales to outside firm)
    The first two needs pertain to specific assistance a sports property seeks to fulfill.
    The third need is totally outsourcing ticket sales operations to an outside firm.
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16
Q

What are the characteristics of outsourcing sponsorships?

A
  1. Functions that can be outsourced
    * Identifying sponsorship partners
    * Negotiating terms
    * Managing sponsorship relationships
  2. Universities/colleges good candidate to outsource sponsorship (small budgets)
  3. Agencies provide value through
    * Familiarity with market
    * Understanding of rights fees
    * Negotiating contracts and relationships
    * Consultant for activation programs
17
Q

What are the characteristics of outsourcing media?

A
  • Media rights and sales
  • Small media footprint can be handled in-house
  • Development of in-house media operations
  • Television and radio broadcasts
  • Publications
18
Q

What are the functions of outsourcing facility operations?

A

Footnote

  • Food service
  • Retail merchandising
  • Security
  • Janitorial

In the cases of foodservice and retail merchandising, the revenue potential of these services may be better realized if carried out by an outside firm with know-how and resources. Security and janitorial services are non-revenue tasks that may be performed more effectively and at a lower cost by an outside firm.

19
Q

What are the characteristics of marketing communications?

A
  • Many firms outsource this function
  • Advertising or marketing service agency
  • Public relations
  • Marketing communications
  • Generalist or specialized agency
  • Scope of services offered
20
Q

What are the characteristics of market research?

A
  • Most sports properties lack expertise
  • Specialized tasks include - focus groups; designing surveys; analyzing data
  • Secondary research reports
  • Conduct primary research
  • Can examine any aspect of the marketing mix
  • Turnkey Intelligence: “Marketing research Department down the hall..”