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END OF UNIT ASSESSMENT: Assignment
FACULTY: Social Science
SCHOOL: Business
MODULE: Research Design and Dissertation
MODULE CODE: MGT9049
LEVEL: M
MODULE CO-ORDINATOR: Liz Price and Rebecca Herron
NAME: Xinjing LAI
STUDENT ID: LAI13441475
HAND-IN DATE: 31st August 2014
WORD COUNT: 3100
A report based on analyzing data from a survey of service quality at a University Sports Center.
Service quality is regarded as a major influence in customer satisfaction and retention. A significant quantity of management and academic literature has developed since the concept of service quality first emerged as a mainstream consideration over 20 yeas ago (Parasuraman et al, 1988). The quantitative research is important way to measure the quality of service (Bryman and Cramer, 1997). The important objective of quantitative study is not a simply summarizing and giving descriptive data for analyzing models and relationships within the data of sports center. Usually, it is include two sections. Firstly, difference between subgroup in the data. Anarchically techniques are associated with statistical tests of difference. The next is Co-variance, or the extent to which one variable is related to another. For example, the extent of usage usually plays a important role in the rating of service quality (Anderson, 2006). Therefore, ‘servqual’ as a methodology to measure the quality of services produced (Bryman and Bell, 2007). The reliability, tangibles, empathy, responsiveness and assurance are important features in the methodology (Bryman and Bell, 2007). In the report, the ‘servqual’ devote to evaluate the service quality in the context of the sports center in the University of Lincoln.
Evaluation of Questionnaire Design
The undergraduate students are main interviewees in the research. Basing on analyzing data from a survey of service quality at the Sports Center of university of Lincoln, a result of the study produced.
In the autumn of 2009, a questionnaire was used. Using the random sampling, 200 participants concluded in the final sample, even has the potential sampling error of 9%, it still was seemed appropriate. In the process, the probability sample as a basic method by using e-mail to send for all of the university's students. It is difference with the original exception. In the initial sample, 300 participants were contacted, and were emailed directing them to a weblink to the survey hosted by surveymonkey.com. Two weeks later, the research achieves 202 useable feedbacks. As a result, 67% of feedback is reasonable for the research. Subsequent analysis of late respondents suggested no statistically significant differences between early and late respondents. In this feedback, the female made up 37.1% in the sample, and the male made up 62.4%. Non-members who pay each time the sports center makes up 48.4% of the sample and the member made up 51.6% of the sample. Otherwise, the business students made up 20.3%, media students made up 11.9%, other course made up 34.2%, and the sports students made up 33.7%. In addition, about the use of frequency in a week. The percentage of people who use once and less once a week is 23.3% in the sample, the percentage of people who use twice a week is 23.3% in the sample, and the percentage of people who never use is 22.8% in the sample.
A standardize questionnaire was used in the report, and it made up with three sections of questions. In the question one, it includes 21 separate questions about five dimensions of service quality. The 5 point scale was used to allow respondents to rate the service performance, 1 being the very dissatisfactory and the 5 very dissatisfactory. Sub-questions t1 to t6 concentrated on tangible elements of the service of sports center. Sub-questions d1 to d4 concentrated on reliability with r1 to r5 measuring responsiveness. Then, c1 to c4 are confidence/assurance, the E1 to E2 are empathy. The second question is about description. Using five areas relating to the University Sports Center and the service that it offers that to attempt to get the respondents to weight the importance. More point means more important and add up to a total of 100 point. The third questions are to determine and identify some background information. The respondent's characteristic is the key independent variables in the process of measured. In the pre-tested for potential users of the sports center, the questionnaire was no problems with face validity and deemed to be reliable.
Therefore, the sample could be seemed representative of the people Statistical Product and Service Solution (SPSS) for analysis.
Analysis of survey data
A: Sample Composition
The sample composition is the first way to analysis the data of the 'serqual', even the sample has a robust strategy, but it is important to examine the outcomes and comment upon the issues (Field, 2009). Because of the composition can referring to the way in which its various parts are put together and arranged, it is useful to understand the aim, structure and characteristics of a sample clear (Anderson,2006). In the questionnaire, the gender, usage, year, member and course, they reflect characteristics of the respondents. There are effectively the ‘independent’ variables which measure respondent characteristics. The composition focus on the the Valid Percentage Column.
Gender - are you male or female?
Usage - how often do you use the center?
Year - what year at university are you currently in?
Member - are you a member or do you pay each time.
Course - subject area.
Table 1: Sample Composition
|
|
% |
|
Member or pay each |
|
|
Member |
51.6 |
|
Pay each time |
48.4 |
|
Gender |
|
|
Female |
37.1 |
|
Male |
62.4 |
|
3 |
0.5 |
|
Subject area |
|
|
Sports |
33.7 |
|
Business |
20.3 |
|
Media |
11.9 |
|
Other |
34.2 |
|
Usage |
|
|
Never |
22.8 |
|
Once a week or less |
19.3 |
|
Twice a week |
23.3 |
|
3 times a week |
16.8 |
|
4 times a week |
12.4 |
|
5 times a week |
5.4 |
|
Year |
|
|
1st year |
33.7 |
|
2nd year |
41.6 |
|
3rd year |
21.8 |
|
4th year |
2.0 |
|
Master |
0.5 |
|
Other |
0.5 |
|
|
|
|
N=202 |
|
It is noted that, the table shows that the member of the sports center made up 51.6%, and the others made up 48.4%. This finding may need to explore further. As an independent variable, the member will relate with difference dimensions, for example tangible, reliability, and others dimensions in the approach. Using the cross-tabulations to look at the all responses given to Questionnaire. Then, the statistically significant results will report in the approach by the way.
B: Analysis of satisfaction level reported in Question 1 of the Questionnaire
Descriptive Statistics of aspects of service quality using perception
Table 2 Descriptive Statistics of aspects of service quality using perception
|
Descriptive Statistics |
Mean |
Std. Deviation |
|
|
Statistic |
Statistic |
|
1 C1manner well mannered and informative staff |
3.76 |
0.848 |
|
2 T1equipment modern sports/gym equipment |
3.71 |
0.78 |
|
3 D1service providing a reliable service that is promised |
3.7 |
0.821 |
|
4 R4willingness willingness to help facility users |
3.69 |
0.842 |
|
5 T3Visual visually appealing facilities |
3.67 |
0.827 |
|
6 T2Modchange modern changing facilities |
3.66 |
0.891 |
|
7 D2firsttime service carried out as promised first time |
3.64 |
0.82 |
|
8D4informing informing customer of new and changing schedule/timetables |
3.63 |
0.881 |
|
9 D3promisetime service performed at promised time |
3.62 |
0.87 |
|
10 R3prompt prompt service to facility users |
3.62 |
0.87 |
|
11 E2 custservice staff with good customer service |
3.6 |
0.875 |
|
12C3transaction secure transaction e.g. Membership payments and booking facilities |
3.6 |
0.939 |
|
13 T4samrtsstaff smart, professionally appearing staff |
3.57 |
0.815 |
|
14 R5userrequests readiness to respond to user request |
3.54 |
0.947 |
|
15 T6hours convenient hours of operation |
3.53 |
0.865 |
|
16 C4knowledgeable knowledgeable and reliable staff |
3.48 |
0.843 |
|
17 E1one 2 one attending to the needs of every customer e.g. On a personal one to one basis |
3.48 |
0.843 |
|
18C2motivating highly motivated staff for example encouraging gym staff |
3.48 |
0.858 |
|
19T5information informative, relevant and appealing documentation such as gym and class timetable and opening times |
3.44 |
0.928 |
|
20 R1complaints dealing with customer complaints |
3.31 |
0.743 |
|
21 R2feedback prompt action based on customer feedback |
3.29 |
0.766 |
|
N= 177 |
From the table 2, the mean of C1, T1 and D1 are gain more than 3.7, it is higher than others. This means majority of participants focus on the well mannered and informative staff, equipment modern sports/gym equipment, and service providing a reliable service that is promised than other variables. The C1, T1, and D1 show a high level of satisfaction. Opposite, the R1 and R2 gain a lower level. So the author suggested the management of the sports center need to pay more attention to the part of CI, T1 and D1 than other factors, and the R1 and R2 need to improve in the future. However, the R1 and R2 are lower than others, which means, the management of the sports center can give less priority to the dealing with customer complaints and prompt action based on customer feedback from the table 2.
About the standard deviation of, R1 (0.743) and R2 (0.766) are lower than others. Then, these numbers are close to the mean comparing to the other dimensions. Which, means, most of participants evaluate the satisfaction levels of complaints and feedback very close to the mean (3.31 and 3.29 respectively).
Cross-tabulations analysis
The table 3 reflects the results of a chi-square test. In the report, the sports center management was interested to understand whether the level of satisfaction varied depending on whether respondents are members of the sports center or not. Using the Chi-test, we can see from the table 3. Majority of dependent variables are no value less than or equal to 0.05, but it is noted that, only the D2fristtime is less than 0.05, that is 0.022. Therefore, there is a statistically significant difference between member and the level of satisfaction depending on the D2 firsttime. The significant values of the Chi-test for other dependent variables are more than 0.05, therefore, there are statistically insignificant.
Table3 Chi-test
|
Chi-square test |
Sig |
|
T1Equipment |
0.947 |
|
T2Modchange |
0.809 |
|
T3Visual |
0.554 |
|
T4smartstaff |
0.362 |
|
T5information |
0.412 |
|
T6hours |
0.690 |
|
D1service |
0.954 |
|
R1complaints |
0.504 |
|
R2feedback |
0.681 |
|
D2firsttime |
0.022 |
|
D3promisetime |
0.346 |
|
D4informing |
0.177 |
|
R3prompt |
0.179 |
|
R4willingness |
0.162 |
|
R5userrequests |
0.372 |
|
C1manners |
0.801 |
|
C2motivating |
0.332 |
|
C3transactions |
0.105 |
|
C4knowledgeable |
0.195 |
|
E1one2one |
0.883 |
|
custservice |
0.287 |
Table 4 Service carried out as promised first time * are you a member or do you pay each time
Chi-Square Tests
|
|
Value |
df |
Asymp. Sig.(2-sided) |
|
Pearson Chi-Square |
11.461a |
4 |
0.022 |
|
Likelihood Ratio |
12.173 |
4 |
0.016 |
|
Linear-by-Linear Association |
0.907 |
1 |
0.341 |
|
N of Valid Cases |
186 |
|
|
a.2 cells (20.0%)have expected count less than 5. The minimum expected count is 49.
Therefore, the results of the chi-square are statistically significant (the Sig value is less than 0.05). The result is Chi =11.4, df=4, and Sig=0.02 (from the table 4). This suggests that the people who pay each time are more likely to be satisfied with the service carried out as promised first time than members of sport center. However, a large proportion of people who pay each time are neither satisfied nor dissatisfied (31% of pay each time compared with 22% of member).
C: Analyzing the important given to different dimensions of service quality
The Question 2 of the survey respondents were asked to sate the importance the questionnaire to each of 5 performance dimensions of service quality by giving a score between 0 and 100 for each. Then, the authors use the descriptive statistics to describe the responses given. The output of SPSS showed in the Table 5.
Table 5 Descriptive Statistics of the importance of each dimension of service quality
|
|
Minimum |
Maximum |
Mean |
Std. Deviation |
|
|
Statistic |
Statistic |
Statistic |
Statistic |
|
Q1 The appearance of the Sports Center, physical facilities such as staff, gym equipment, the sports hall, and changing rooms. |
5 |
96 |
25.34 |
11.399 |
|
Q2 The ability of the Sports Center and its staff to implement the service promised reliably and accurately. |
1 |
60 |
18.25 |
7.425 |
|
Q3 The Sports Center’s willingness to help users and provide a prompt and friendly service. |
1 |
60 |
18.29 |
8.075 |
|
Q4 The knowledge and manners of the Sports Center’s staff, and their ability to supply and maintain confidence and trust within its customers. |
1 |
41 |
17.26 |
7.133 |
|
Q5 The attention to detail given when dealing with a customer on a one to one basis, through being caring and sympathetic to any problems that may have arisen.
|
0 |
51 |
20.95 |
10.101 |
From the table, the mean of the Q1 dimension is the highest that is 25.34. In other words, the appearance of the Sports Center, physical facilities such as staff, gym equipment, the sports hall, and changing rooms plays more important role for most respondents than other dimensions. Thus, the sports center need to pay more attention to improve the appearance of the Sports Center, physical facilities such as staff, gym equipment, the sports hall, and changing rooms than other service suggested by sample. Opposite, the mean of Q4 dimension is 17.26 that are lowest in the five dimensions. In other words, the knowledge and manners of the Sports Center’s staff, and their ability to supply and maintain confidence and trust within its customers, that is not most important for more respondents. As a result, the sports center should reduce focus on the knowledge and manners of the Sports Center’s staff, and their ability to supply and maintain confidence and trust within its customers.
In addition, the standard deviation of Q1 is the highest, that is 11.399. It means the data are offered to a big range of value when compare with other dimensions. In addition, it means that the most of respondents evaluate the importance of Q1 that is not near to the mean (25.34) when it compare with Q4. Thus, the standard deviation of Q2, Q3 and Q4 which means that how the more people in the sample are near to the mean of these five dimensions.
Calculate the mean values for these weighted variables (t1-E2) and rank these (From highest to lowest)
Table 6 using weighted perception and ranked according to the mean of t1 to E2
|
Descriptive Statistics (table 6) |
Mean |
Std. Deviation |
|
|
Statistic |
Statistic |
|
1 t1 Equipment Rating Weighted |
95.4378 |
51.10232 |
|
2 t3 Appearance Weighted |
94.4850 |
52.34568 |
|
3 t2 Changing Facilituies Weighted |
93.8000 |
51.14527 |
|
4 t4 Smart staff weighted |
91.9554 |
53.12112 |
|
5 t6 Convenience weighted |
89.2624 |
48.78010 |
|
6 t5 information weighted |
87.6250 |
50.05800 |
|
7 E2 Staff with good customer care weighted |
73.0251 |
36.84111 |
|
8 E1 Attending to needs of every customer weighted |
70.8376 |
36.25356 |
|
9 d1 Reliable Serice weighted |
67.4650 |
31.25288 |
|
10 r4 readiness to respond to user requests weighted |
67.2915 |
33.01401 |
|
11 d4 Informing Customers pf changes weighted |
66.7500 |
32.74736 |
|
12 r3 willingness to help users weighted |
66.7214 |
33.83285 |
|
13 d2 Service carried out 1st time weighted |
66.3485 |
31.58109 |
|
14 d3 Service provided as promised weighted |
66.1100 |
32.25196 |
|
15 r5 dealing with customer complaints weighted |
65.7551 |
35.55195 |
|
16 c1 well mannered and informative staff weighted |
65.1832 |
32.41078 |
|
17 c3 secure transactions weighted |
62.2289 |
32.59459 |
|
18 c4 knowledgeable and reliable staff weighted |
60.8763 |
28.91632 |
|
19 r2 prompt service to users weighted |
60.7199 |
32.42134 |
|
20 r1 prompt actions on customer feedback weighted |
60.5471 |
31.46946 |
|
21 c2 highly motivated staff weighted |
60.0578 |
28.65315 |
|
N= 177 |
||
|
t1-t6 are tangibles |
||
|
d1-d4 are reliability |
||
|
r1 -r5 are responsiveness |
||
|
c1-ca are confidence/assurance |
||
|
E1-E2 are empathy |
From the table 6 (the mean of weighted variables). The tangible dimension (t1to t6) gains more attention from the respondents than other dimensions. Then, the respondents give more on empathy dimensions than reliability, responsiveness and empathy dimensions. However, from the table 2, the means of each dimension have not a close relationship. Which means, the change of these dimension will produces positive influence on these participants of the sample, and these influence is sensitive. When we compare table 6 and table 2. The mean of each dimension have a close relationship in table 6 than table 2. Which means, these participants’ attachment to each dimension less varies among the variables of the each dimension. In other words, the original unweighted result shows a closer relationship of the mean of these dimensions than weighted variables from the two tables. The weighted variable plays a positive in the analysis, cause of it can offers more precise measure to help the analysis the service of sports center.
Summary, Conclusion and Recommendations
Firstly, using the SPSS data analysis, the service performance of the university’s sports center can be understood better then before. More overall information provided by the questionnaire. A highlight point is found in the analysis. The tangibles dimension plays a more important role than other dimensions for the respondents in the survey. Moreover, the levels of satisfaction and membership are statistically significant. Using the cross-tabulations and Chi-test, the firsttime are statistically significant. In addition, the weighted values provided some useful information to analysis the importance. The original unweighted result (i.e. ‘T1 equipment’ to ‘custservice’) was not enough to measure the service perception. The new weighted result can provide a more clear, and detail for the survey, it is a sensitive way to reflect the respondents’ information about the quality of service. Otherwise, the five dimension of service performance (i.e. tangibles, reliability, responsiveness, confidence/assurance, and empathy) produce the data by the model. Each factor can represents each of the dimensions of the service quality. For example, the t1 to t6 are tangibles dimension, and the analysis shows the tangibles dimension obtain more attention than other from respondents. As a result, the management of sports center should pay more attention the part, particularly, the equipment, changing facilities, appearance, smart staff and so on.
It is a useful way to understand the quantitative research. The author learns some skill of SPSS to analysis a service quality. For example, using the descriptive statistics to understand the sample composition, how to use the cross-tabulations to analysis the responses given to a questions in relation to independent variables. On the one hand, the five dimensions of service quality can be reflected better, it is a useful way to understand the survey by these distensions. On the other hand, using the five dimensions to reflect these 21 questions, it is a easy and clear way. Because of it can reduce the complexity of these questions in the analysis. Moreover, the descriptive analysis provided a way to the attachment in the future research. For example, the mean represents the attachment of the respondents to some elements of the analysis.
However, the SERVQUAL model is not without its critics (Kai and Jacob, 2012). A central issue has been the fact that experiences/perceptions and expectations are measured at the same time. A importance problem produced that expectations and experiences/perceptions are measured at the same time. This means, it is unclear to understand a gap between exception and perception (Kristensen and Eskildsen, 2012). In addition, how to analysis of quantitative with SPSS, it is a onerous task. This means, the task need to a group to analysis a survey, and need to base on a qualitative research. If a report only based on a one person to analyzing more dates, that is a hard and huge task. Therefore, a limitation produced, cause of one person’s time, knowledge is finite, it is not useful to produce a high level report. In the future research, more people to analyzing a survey that is necessary. Because of, more people can provide more information, skill and knowledge to analyzing a topic.
Reference
Anderson P (2006) Statistics for Business and Economics London: Thomson.
Bryman, A. and Cramer, D. (1997) Quantitative Data Analysis with SPSS for Windows Routledge.
Bryman, A. and Bell, E. (2007) Business Research Methods 2nd Edition Oxford University Press.
Field, A. (2009) Discovering Statistics Using SPSS 3rd Edition SAGE.
Kristensen, K. and Eskildsen, J. (2012) The Relationship Between SERVQUAL, National Customer Satisfaction Indices, and Consumer Sentiment. Quality Management Journal 19(2) 47-61.
XINJING LAI 13441475
13451646 CHAO LIU Quantitative.doc
CHAO LIU 13451646
A report based on analysing data from a survey of service quality at a University Sports Centre
CHAO LIU
13451646
Table of Contents
TITLE PAGE
Abstract………………………………………………………………………3
Introduction…………………………………………………………………..4
Evaluation of Questionnaire Design…………………………………………5
Analysis of Survey Data …………………………….………………………5
Measuring Service Quality Using SERVQUAL…………………………….5
Benefits of service quality……………………………………………………11
Summary……………………………………………………………………...12
Conclusion……………………………………………………………………13
Recommendations……………………………………………………………14
References…………………………………………………………………..16
Abstract
Traditionally, sporting activities has not been regarded as a business for unknown reasons. However, it is increasingly apparent that business and commercial principles are being applied to what is talked of an industry. Clearly, the introduction of sports bodies such as FIFA, IOC, and English Premier League (EPL) has proved that sporting activities are quite a business. For instance, EPL achieved a total revenue of $ 2 billion in the year 2008/2009 with an annual turnover of almost $ 200 million per year. Based on research, it is clear that every sporting activity is a business. Globally, sports have become one of the most famous activities. For example, today people are interested in watching different types of sporting activities such as Football. This paper will evaluate and analyze a survey carried out on users of the University Sports Center. The method used to do this research was a survey, sampling, and observation. SERVQUAL was the data file used by the users to conduct the survey.
Key Words: SERVQUAL, Questionnaire Design, survey, service quality, and customer satisfaction
1. Evaluation of Questionnaire Design
Introduction
Relational benefits are vital factors to construct relationships with clients. Globally, sports have become one of the most famous activities. For instance, today people are interested in watching different types of sporting activities such as Football. This paper will evaluate and analyze a survey carried out on users of the University Sports Center. The method used to do this research was a survey, sampling, and observation. SERVQUAL was the data file used by the users to conduct the survey. The study would be done with the qualitative approach to examine the requirements and explore how the University Sport Center is establishing, implementing, documenting, and assessing the internal controls. Analysis of these measures would be done to evaluate the effectiveness of the internal controls and to determine what additional measures may be taken to determine what can be done to ensure compliance with the internal controls for future years and how the internal controls can bring business value to the stakeholders. The scope of the development would include the 10-K reports, and how effective the controls were listed in the 10-K reports. There would also be a survey done by management volunteers to assess how the costs of compliance brought business value to the firm and what the value contained (Statsofts, 2010).
Qualitative methods were chosen over quantitative methods because of a number of reasons. Firstly, the surveys carried out on the University Sport Center provide detailed information on how sporting activities use internal controls in their office systems. Secondly, the technicalities of obtaining data using qualitative methods would also be useful to University Sport Center. Moreover, the validity of and data and information collected by management volunteers would also be tested for its effectiveness. Several interviews were also carried out on the investment costs of having SERVQUAL as sporting being in place. This information is beneficial to researchers since they will identify whether the implementation of SERVQUAL has a long-term benefit to the University Sport Center (Bryman & Bell, 2007).
In order to improve dissemination of a quality report it was necessary to use survey instrument on different sporting activity with an aim of identifying the best internal control tools that are used to comply with SERVQUAL. Empirical data and information were gathered on the usefulness of the best tools. The data was useful in explaining the gap available in research and specific assurance control. Several proposals were submitted after analyzing data and information on compliance controls. This data would be helpful to the University Sport Center because it will help sporting activities to use suitable infrastructure such as IT for compliance in future years. The research findings were also presented in the paper after a careful analysis of data collected in various sporting activities (Bryman & Bell, 2007).
2. Analysis of Survey Data
Measuring Service Quality Using SERVQUAL
As a way of measuring service quality in University Sports Center, researchers developed a methodology known as SERVQUAL. The methodology examines five major dimensions of service quality (Bryman & Bell, 2007). These dimensions include
i. Reliability
ii. Assurance
iii. Responsiveness
iv. Empathy
v. Tangible
|
Dimension |
Statement |
Expectation Score |
Perception Score |
Gap Score |
Average for Dimension in Sports |
|
Tangibles |
1 |
6.7 |
7.6 |
7.8 |
22.1 |
|
|
2 |
6.0 |
7.6 |
7.5 |
21.1 |
|
|
3 |
2.0 |
5.6 |
6.5 |
14.1 |
|
|
4 |
1.3 |
4.3 |
1.5 |
7.1 |
|
Reliability |
5 |
2.6 |
2.9 |
6.9 |
12.4 |
|
|
6 |
8.5 |
4.0 |
9.1 |
21.6 |
|
|
7 |
5.0 |
8.0 |
6.3 |
19.3 |
|
|
8 |
2.7 |
5.7 |
9.2 |
17.6 |
|
|
9 |
3.0 |
9.8 |
2.3 |
15.1 |
|
Responsiveness |
10 |
7.8 |
6.5 |
7.6 |
21.9 |
|
|
11 |
4.5 |
3.2 |
6.5 |
14.2 |
|
|
12 |
2.4 |
7.8 |
4.5 |
14.7 |
|
|
13 |
7.8 |
4.5 |
9.4 |
21.7 |
|
Assurance |
14 |
3.4 |
7.9 |
7.8 |
19.1 |
|
|
15 |
4.6 |
8.7 |
4.5 |
17.8 |
|
|
16 |
5.6 |
7.6 |
6.7 |
19.9 |
|
|
17 |
5.4 |
7.8 |
8.8 |
22.0 |
|
Empathy |
18 |
3.4 |
5.6 |
2.3 |
11.3 |
|
|
19 |
1.2 |
5.4 |
6.5 |
12.2 |
|
|
20 |
2.4 |
4.5 |
2.3 |
9.2 |
|
|
21 |
2.3 |
5.6 |
7.8 |
15.7 |
|
|
22 |
2.3 |
6.5 |
3.4 |
12.2 |
|
|
23 |
3.3 |
4.4 |
3.3 |
11.0 |
|
Unweighted Average SERVQUAL score: |
356.1 |
Figure: Calculation of service quality in University Sports Center
|
Expectations |
This section of the survey deals with researchers opinions in enhancing sporting activities. The table below shows the extent to which the University Sports Center ought to apply its responsibilities in sports. Ranks of each statement as follows: Strongly Strongly Disagree Agree 1 2 3 4 5 6 7 |
|
Statement |
Score |
|
1. Excellent quality services will have modern looking equipment. |
1 |
|
2. The physical facilities at University Sports Center will be visually appealing. |
4 |
|
3. Employees at excellent sport centers will be neat in their appearance. |
7 |
|
4. Materials associated with the service (pamphlets or statements) will be visually appealing at an excellent sporting. |
5 |
|
5. When excellent sporting promises to do something by a certain time, they do. |
5 |
|
6. When a customer has a problem, the management will show a sincere interest in solving it. |
4 |
|
7. The management will perform the service right the first time. |
4 |
|
8. The management will provide the service at the time they promise to do so. |
5 |
|
9. The management will insist on error free records. |
6 |
|
10. The management will tell customers exactly when services will be performed. |
7 |
|
11. The management will give prompt service to customers. |
5 |
|
12. The management will always be willing to help customers. |
5 |
|
13. The management will never be too busy to respond to customers' requests. |
6 |
|
14. The management will feel safe in transactions. |
2 |
|
15. The management will be consistently courteous with customers. |
2 |
|
16. The management will have the knowledge to answer customers' questions. |
2 |
|
17. The management will give customers individual attention. |
1 |
|
18. The management will have operating hours convenient to all their customers. |
6 |
|
19. The management will have employees who give customers personal service. |
4 |
|
20. The management will have their customers' best interest at heart. |
5 |
|
21. The management will understand the specific needs of their customers. |
3 |
SERVQUAL entails caring about the welfare of the competitors, giving back to the community and also being socially, environmentally and financially responsible. Companies should strive to care about the environment and the society. For the last three decades, there has been a controversial debate on the benefits of sporting activities and businesses being ethical and socially responsible. However, research shows that the advantages of SERVQUAL outweigh the disadvantages. Social responsibility helps to increase the positive image for a business thus building trust among consumers and other company’s stakeholders. Moreover, some of the other benefits of corporate social responsibility include increased productivity as a result of investor turnover rates (Statsofts, 2010). It was also found that social responsibility also helps to increase customer loyalty as most of the employees feel that the company is on their side. This contributes to competitive advantage thus attracting many stakeholders to the business entity. The aforementioned reasons show that a social responsibility for business has a positive impact to the attraction of investors, retention of employees and customer retention (Bryman & Bell, 2007).
The implementation of SERVQUAL helps to encourage the best practices in financial reporting. This is because it encourages sporting activities to increase IT infrastructure that would help in the governance and control of financial processes within the company. On the same token, SERVQUAL compliance helps to increase implementation of control mechanisms within an organisation. The policies have a positive impact on the entity-wide and company-wide controls.The implementation of SERVQUAL supports sporting activities to understand the importance of internal controls in financial reporting. Moreover, accountability and transparency in an organisation are also enhanced to support increased productivity. A recent survey on financial accountability shows that internal controls are efficient in an organisation because they increase accountability and integrity to shareholders and investors. Most of the stakeholders in a company oftenly need to have reports on financial responsibility in companies. Ultimately, the primary objective of these financial controls is to improve accountability in organisations (Bryman, & Cramer 1997).
A comprehensive report on SERVQUAL, supported the implementation of the policy arguing that it had many benefits to organisation. Firstly, it helps to increase reinvestment in internal controls and IT infrastructure in companies. Since it is an obligation for every company to implement the policy, it is easier for sporting activities to have increased awareness and focus on accountability of financial information. Opportunities of automation are also identified easily thus reducing time take in financial reporting. Automation process are significant in an sporting activity since they reduce defects that may occur. Alternatively, the focus of financial reporting becomes comprehensive since it is possible to identify and remedy critical deficiencies in statements before they translate to material weaknesses. The management of sporting activities becomes rigor when it comes to selection of accounting policies. This is important in the process of auditing since it increases the ability of a company to function in a proper manner (Robinson, 2005).
The main objective for SERVQUAL is to reduce any chances of fraud through increase of procedures that should be followed in financial reporting. Integrity of data handling in sporting activities is also increased in the auditing process. Auditors oftenly work together with IT professionals to monitor data. The IT professionals usually develop a framework that is used to asses the risks that occur with the usage of data and information in an organisation. This paves a chance for setting up of internal controls to be used in governing all processes that occur in financial reporting. Monitoring and enforcement of actions in the organisations is also critical for the success of the process. Finally, SERVQUAL helps to measure reports on financial statements thus creating a platform for refinements needed in the process. Managers will then have the ability to satisfy compliance requirements (Anderson, 2006).
3. Summary
After investigating the importance of using service quality in a business environment, researchers found that sporting activities that practice social responsibility have a competitive advantage as compared to their counterparts. SERVQUAL can be used in a number of ways to increase business efficiency. To begin with, it was evident that sporting activities increase their customer loyalty through focusing on sales that the environmentally and socially responsible. A research on sporting activities that produce products and services that are socially responsible shows that those sporting activities have increased turnover rates as compared to the sporting activities that produce harmful products. In addition, efficiency in a business can also be increased through building up of a positive reputation between the company and the surrounding environment. For instance, the company should engage in promotion of SMEs and even providing basic commodities such as water and shelter to people. Many people who have been helped by their sporting activities always feel appreciated and they will always go back to those sporting activities to purchase more of their services and products (Bryman & Cramer, 1997).
According to research findings, it was also evident that people always want to work with ethical businesses. As a matter of fact, it is evident that business has changed as more people are becoming aware of the working with ethical businesses. Ethical and social issues have become an issue of concern for many people and this has triggered business owners to shift the way they carry their businesses. Consumer perceptions have become an essential aspect for their retention. Any business that needs to have long-term retention of its consumers, employees and even investors should be willing to build a positive image that would benefit the reputation of the business. From extensive research, business can become ethically responsible by solving the local problems of the communities that live in their surroundings. This helps to improve the performance of business in the end (Anderson, 2006).
From the research findings, the management of the company should carry out an extensive research on the needs of the local people and try to solve them. This will help to improve the confidence of the consumers thus building a positive image for the business. The management of the company should also consider making decisions that are ethically based. For instance, the preparation of the budget should also have activities that are geared towards improving the lives of the local people. Some of the areas that people feel need to be improved include; recon structuring the roads, improving waste management and providing social amenities to the local people. Additionally, the management should also strive to set funds to engage in providing solutions to environmental issues (Anderson, 2006).
4. Conclusion
In summation, being more ethical and socially responsible helps to increase efficiency in a business. Social responsibility in a business contributes to building a team among the employees and this contributes to improving of relationships that are vital for productivity in the workplace. In addition, being ethical promotes reputation of the company as this builds up a positive image for the investors and customers. While the customers increase their turnover rates, the business increases its efficiency since the flow of income for the company is maintained all over the year. Moreover, the turnover for investors is also high, as they know that the business is stable due to the customer turnover rates. Consequently, the main objective for being socially responsible is solving the social problems, which businesses have as this increases the efficiency in the business while contributing to increase in business functions. The company should strive to use its resources to solve the social problems for the people as this helps to increase its business efficiency and builds image that is beneficial for the competitive advantage of the company. As described in this paper, it is evident that. SERVQUAL can be used in a number of ways to increase business efficiency. To begin with, it was evident that sporting activities increase their customer loyalty through focusing on sales that the environmentally and socially responsible. Also, a research on sporting activities that produce products and services that are socially responsible shows that those sporting activities have increased turnover rates as compared to the sporting activities that produce harmful products.
5. Recommendations
I recommend the management to change its policies to suit social responsibility for the best interests of sports in the end. The University Sport Center should develop policies that are geared towards improving the lives of the local community. The University Sport Center has a moral obligation to enact policies and make decisions based on development of products and services that cater for the needs of the local people. It is evident that consumers cannot be forced to consume products and services they do not need. For this reason, the University Sport Center should develop services that are tailored to create more jobs for the people, pay wage and salaries to the members of the communities and also ensure that there is safety of the competitors in the Sport Center. The University Sport Center needs the people for its survival while the people need the company for employment. The Sport Center should provide client satisfaction for the people and improve sports thus improving efficiency in the end (Statsofts, 2010).
Secondly, I recommend the management of sports to engage in activities that will help to build a positive image and reputation for sports. This includes producing products that are designed to provide good value of the money for the people. The durability and safety of a quality service should be the utmost priority for sports. The management of University Sport Center should also take measures that are aimed at improving the business strategies such as the adequate supply of services and products, providing full information to all business customers and also enacting fair standards of advertisements in sports. Furthermore, in order to promote the goodwill of sports, the management of the University Sport Center should also engage in social functions such as sponsoring of sports and local features aimed at building up the image of the company at the grassroots. This will increase the reputation of the company that is essential for business efficiency (Statsofts, 2010).
Thirdly, I recommend the management of sports should strive to invest in providing a solution to social problems. Most of the sporting activity investments should be geared at solving social problems that affect people at the grassroots. Some of the investment should help to sustain people through provision of local amenities and also solving local problems. Consequently, the management of the company should allocate its resources in education, charities and even organizations that support the sustainability of the local communities. Although the University Sport Center may have limited resources, it should involve many stakeholders in correcting social problems for the people. In order to build the confidence of the people the University Sport Center should engage in providing solutions to the domestic problems. Efficiency is improved when the customers participate in activities that are geared towards improving social relations with the people (Milne, & McDonald, 1999).
References
Anderson P. (2006) Statistics for Business and Economics. London: Thomson. Print
Bryman A., & Cramer D. (1997) Quantitative Data Analysis with SPSS for Windows. Routledge. Print
Bryman A & Bell E. (2007) Business Research Methods. 2nd Edition. Oxford University Press
Field A (2009) Discovering Statistics Using SPSS 3rd Edition. SAGE. Print.
Milne, G. R., & McDonald, M. A. (1999) Sport marketing: Managing the exchange process. Sudbury, Mass: Jones and Bartlett.
Statsofts (2010) Electronic Statistics Textbook. Print. [online] Available from http://www.statsoft.com/textbook/ [Accessed 20 September 2014]
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14
Assignment 2 - Quantitative Report - Summer 2014.doc
MGT9049 & TOU9007
Research Design and Dissertation
Assignment 2:
A report based on analysing data from a survey of service quality at a University Sports Centre.
Deadline 31 August 2014 – to be submitted online via the Blackboard
Approximate word length – 3000 words
This assignment is based on your evaluation and analysis of a survey undertaken on the users of a University Sports Centre. In order to do this you will consider the design of the questionnaire itself and you will also be asked to undertake some analysis (in SPSS) of the data set that was created by using this questionnaire.
The datafile you will analyse (called ‘servqual.sav’) is the product of a survey conducted by a couple of former undergraduate students looking at service quality in the context of a Sports Centre. The questionnaire they used to collect the data is available on Blackboard together with some contextual information and an extract from a draft research paper giving further details about the research. You should take some time to read and familiarise yourself with these files.
Your task is to create a report on this research that answers the questions set out below. Your report should include appropriate tables and graphs and a set of references. You should use PASW/SPSS for data analysis where required.
1. Evaluation of Questionnaire Design (total = 15% of the marks)
Considering all the documents carefully and examining the data file that was produced by using this questionnaire you should write a brief summary of the methods used in this research; including your understanding of the research aims of this survey exercise.
Consider the questionnaire used for the data collection and make observations and suggestions for improvement about the design of the questionnaire itself. (We suggest you complete it yourself or ask friends to complete it in order to trial it). Discuss the purpose of the 3 parts to the questionnaire and the design of questions.
From the accompanying draft research paper find out what sampling approach the authors say was used. Comment generally on the approach used to collect the data.
2. Analysis of survey data (total = 55% of the marks)
This section of your report should be based on an analysis of the data provided (in the file servqual.sav) and should include clear and effective tables and/or graphs to answer the following:
2a. SAMPLE COMPOSITION Using frequencies and/or descriptive statistics, report on the composition of the sample obtained in this survey. Explain why it is important to know the composition of any sample. Discuss any aspects of this sample composition you find unexpected and reflect on how these findings might relate to the sampling approach used (10%).
2b. Analysis of satisfaction levels reported in Question 1 of the Questionnaire
In Question 1 of the survey a number of questions were asked to measure levels of satisfaction with different features of the Sports Centre. These questions each relate to a variable in the data file with similar names (i.e. all those from ‘T1Equipment’ down to ‘custservice’ in the data file). Using descriptive statistics describe the responses obtained to each of these questions. Rank the responses to Question 1 in your report so that it is clear which aspects ‘scored’ the highest and which the lowest. Identify any aspects of the Sports Centre the respondents were particularly satisfied with and those they were less satisfied with. Reflect on the possible implications of this for the management of the Sports Centre. (10%)
The Sports Centre Management were also interested to know whether the levels of satisfaction (picked up by Question 1 in the survey) varied depending on whether participants are members of the Sports Centre or not. Use cross-tabulations (crosstabs) to look at the all responses given to Question 1 in relation to this independent variable (i.e. consider each dependent variable from ‘T1Equipment’ to ‘custservice’ and cross-tabulate each against the membership variable). Identify which of these appear to show noticeable differences. Using chi-squared tests identify if any of these differences identified are statistically significant. Reflect on what this analysis may be able to tell the managers of the Sports Centre. Explain in your own words what these tests of difference show (15%)
2c. Analysing the importance given to different dimensions of service quality
In Question 2 of the survey respondents were asked to state the importance they give to each of 5 performance dimensions of service quality by giving a score between 0 and 100 for each dimension . (Note: These variables are ‘Q1’ to ‘Q5’ in the data file). Use descriptive statistics to describe the responses given. Comment on these findings and consider their implications for the overall research objective. (10%).
The final set of variables in the data file combine the levels of satisfaction from question 1 of the survey (‘T1Equipment’ to ‘custservice’) with the scoring each person gave (in Question 2 of the survey) to the corresponding dimension of quality . This has produced weighted values for each measure (i.e. produced the new variables ‘t1’ to ‘E2’ at the end of the datafile). These new weighted variables are not on the original questionnaire – but have been constructed by the research students by combining the answers given to Question 1 with those given by each person to Question 2:
a. Calculate the mean values for these weighted variables (i.e. ‘t1’ to ‘E2’) and rank these. (5%)
b. Compare this with the ordering of the original unweighted results and comment on any changes in rankings that this weighting has produced. Comment on why you think it might be useful to weight responses in this way. (5%)
3. Summary, Conclusions and Recommendations (total = 30% of the marks)
The final section of the report should now summarise your findings and draw some conclusions. Reiterate the key findings from your above analysis – highlighting the points you think the management of the Sports Centre should pay particular attention to. Your report should highlight what the research suggests are the strengths of the Sports Centre (in terms of service quality) and what it suggests are areas requiring more attention. (10%)
Review to what extent your findings challenge or reinforce your existing understanding of service quality? (Comment also on whether you thought adding the weighted values provided any valuable information or not to this discussion). (10%)
Highlight any recommendations you may have for further developing the research - including any suggestions you would make for changing, modifying or extending the research design in another future study. Reflect also on what have you learnt as a result of this evaluation that you can take to your future research studies. (10%)
Suggested Further Reading
Anderson P (2006) Statistics for Business and Economics London: Thomson
Bryman A & Cramer D (1997) Quantitative Data Analysis with SPSS for Windows Routledge
Bryman A & Bell E (2007) Business Research Methods 2nd Edition Oxford University Press
Field A (2009) Discovering Statistics Using SPSS 3rd Edition SAGE
Statsofts (2010) Electronic Statistics Textbook, http://www.statsoft.com/textbook/
� These dimensions are called “areas” on the actual questionnaire (see Question 2 on the survey). You should have read the accompanying notes to understand more about these ‘dimensions of service quality’ before answering this question.
� See the accompanying notes to know which each dimension of service quality each satisfaction score had been linked to in order to create this weighted value.
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Dr R Herron (adapting from original by Dr M P Elliott-White) Summer 2014
12421305 assignment2.docx
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Analysis of a survey undertaken on the university sports centre satisfaction: using SPSS |
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Evaluation of Questionnaire Design
Questionnaire is widely used in management and business research. It is defined as a general term including all data collection techniques in which a same set of questions is required to be responded to by each person in a predetermined order. If the interviewer is not present, and the interviewees answer the questions, telephone questionnaires and structured interviews should also be included in questionnaire. There are several methods, such as questionnaire, secondary sources examination, observation and interviews, being used to collect data. Questionnaires work best with the questions that will be interpreted with one accord to complete the explanatory or descriptive research. Explanatory research, which is also known as analytical research, is used to explain and examine, in particular, the relationships about cause and effect. Descriptive research is used to describe and identify the variability, taking advantage of questionnaires of attitude, opinion and organizational practices, in different situation. (Mark et al, 2012, 416-467)
There is just one chance being offered for data collection, which requires questions to be prepared precisely in questionnaires. This means that the data to be collected should be planned and analysed. It is crucial to meet the requirements by designing the questionnaire. The main purpose of questions is to describe and compare the characteristics of population at a fixed point or over a period of time. As a sample, questionnaire needs to represent and generalise about the population accurately. (Alan and Emma, 2011, 239-256)
Questionnaires can collect three types of variable, which are opinion, behavior and attribute. The feelings of respondents and the way they thinking will be recorded to the opinion variables. By comparison, behavior variables and attribute variables record the concrete experience of respondents. However, behavior focuses on the things people do. Attributes, including age, marital status, gender, occupation, education and income, contain data on the characteristics of respondents or the things they possess. (Catherine and Gretchen, 2011, 127-131)
The questions design, questionnaire structure and pilot testing pilot rigour influent the internal validity and reliability of collected data and achieved response rate a lot, which requires four stages at least for valid and reliable questions. First, when the researchers designing questions, they should be clear about what data is required. Secondly, when the respondents decoding the questions, they should be clear about the intention of researchers and follow their requirements. Thirdly, the questions are answered by the respondents. Finally, the researchers should decode the answers precisely. Questionnaire design should be included into the second stage. Before the individual questions are designed, assessing validity is required, which including construct validity, criterion-related validity and internal validity. And then, the researchers should test for reliability. Three common approaches, which are alternative form, internal consistency and test re-test, should be outlined to assessing reliability at the stage of questionnaire design. After that, the researchers should design individual questions. It is helpful for comparing the findings and design their own questions to adopt an adapt questions of other questionnaires. There are two kinds of questions, closed ones, such as, list, category, ranking, rating, quantity, matrix and so on, and open ones, which is useful in exploratory research. then the researcher could construct the questionnaires and collect data. (Sheila and Deborah, 2009, 333-358)
The sample selected from an entire target population used for collecting data should be representative. It is important to select the sample. There are six sampling methods. The first one is probability sampling. It is also known as random sampling, in which every element may be selected. It is the method used in this research. The second one is quota sampling. This method requires specified numbers form specified subgroups. The third one is purposive sampling in which units are selected by personal judgment. The others are snowball sampling, volunteer sampling and stratification procedure. (Sara, 2009)
Analysis of survey data
The purpose of this survey is to know the views of people about the service quality and expectant performance of universities sports centre. There are five numbers between 1 and 5 standing different level of satisfactory. 1 means very dissatisfactory and 5 means very satisfactory.
Sample composition
Descriptive statistics show an accurately describing way to analysis large datasets easily and quickly. The two most common ways in descriptive statistics are central tendency measures and dispersion measures. The central tendency measures show the mean, mode and median of data. And the dispersion measures show the range, standard error, standard deviation and variance of data. All kinds of descriptive statistics, including central tendency measures, dispersion measures, distribution measures and percentile values measures, are allowed to be analysed by frequencies command. (Hinton and Perry, 2014, 35-50)
The tables and graphs below show the descriptive statistics for “how satisfactory modern sports/gym equipment”, in which the digits in rows are the descriptive statistics. There are 202 answers for this question and 201 of them are valid. The mean, median and mode satisfactory are 3.71, 4.00 and 4 separately. The standard deviation is 0.780, which means that there is just a small spread of score in the satisfactory. 134 people are satisfied with the equipment, which account for 66% of total proportion. 24 among them feel very satisfactory. And nobody feels very dissatisfactory. As shown in the histogram, the people who choose 4 is over 100 and almost nobody choose 1 and 5. (Andy, 2000)
|
N |
Valid |
201 |
|
|
Missing |
1 |
|
Mean |
3.71 |
|
|
Median |
4.00 |
|
|
Mode |
4 |
|
|
Std. Deviation |
.780 |
Table 1
|
|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
|
|
Valid |
dissatisfactory |
16 |
7.9 |
8.0 |
8.0 |
|
|
neutral |
51 |
25.2 |
25.4 |
33.3 |
|
|
satisfactory |
110 |
54.5 |
54.7 |
88.1 |
|
|
very satisfactory |
24 |
11.9 |
11.9 |
100.0 |
|
|
Total |
201 |
99.5 |
100.0 |
|
|
Missing |
0 |
1 |
.5 |
|
|
|
Total |
202 |
100.0 |
|
|
Table 2
Chart 1
The table 3 shows the descriptive statistics for the gender of the participants and the year at university they are currently in. The words in columns are the variable names, and the digits in rows are the descriptive statistics. The mean, median and mode of the gender are 1.38, 1.00 and 1 separately. And these numbers of the year students currently in are 1.96, 2.00 and 2 separately.
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are you male or female |
what year at university are you currently in? 1st /2nd/ 3rd/ 4th/ masters/ other |
|
|
N |
Valid |
202 |
202 |
|
|
Missing |
0 |
0 |
|
Mean |
1.38 |
1.96 |
|
|
Median |
1.00 |
2.00 |
|
|
Mode |
1 |
2 |
|
|
Std. Deviation |
.497 |
.871 |
Table 3
The tables and pie charts below summarise the frequency information. The table 4 and chart 2 show that the male participants are 126, accounting for 62.4%, and the female participants are 75, accounting for 37.1%, which means that the males is much more than the females. The table 5 and chart 3 show that the cumulative percent of the students in first year and second year is 75.2%. And the proportion of students in the third year is 21.8%. That is to say. Few participants are in the fourth year, master and other.
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Frequency |
Percent |
Valid Percent |
Cumulative Percent |
|
|
Valid |
male |
126 |
62.4 |
62.4 |
62.4 |
|
|
female |
75 |
37.1 |
37.1 |
99.5 |
|
|
3 |
1 |
.5 |
.5 |
100.0 |
|
|
Total |
202 |
100.0 |
100.0 |
|
Table 4
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|
Frequency |
Percent |
Valid Percent |
Cumulative Percent |
|
|
Valid |
1st year |
68 |
33.7 |
33.7 |
33.7 |
|
|
2nd year |
84 |
41.6 |
41.6 |
75.2 |
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|
3rd year |
44 |
21.8 |
21.8 |
97.0 |
|
|
4th year |
4 |
2.0 |
2.0 |
99.0 |
|
|
masters |
1 |
.5 |
.5 |
99.5 |
|
|
other |
1 |
.5 |
.5 |
100.0 |
|
|
Total |
202 |
100.0 |
100.0 |
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Table 5
Chart 2
Chart 3
According to the table 4 and 5, it is not hard to find that the sample is composed of 62.4% male, 37.1% female and 0.5% others. It can also be composed of 33.7% first year students, 41.6% second year students, 21.8% third year students, 2.0% fourth year students, 0.5% maters and 0.5% others. Different sampling methods may cause different sample composition. And different sample composition may cause different result. For example, in this case, if the proportion of male changed, it may lead to different satisfactory because female may think in different ways between male when considering the gym satisfactory.
Satisfaction levels analysis
Basic descriptive statistics can be produced in an alternative way, which is called the descriptives command. Unlike the frequencies command, it provides some concise summaries instead of many options. It shows the minimum values, maximum values, mean and standard deviation. The table 6 is the descriptive statistics for this survey. It shows the number of valid data, minimum values, maximum values, mean values and standard deviation, which ranked by the mean value. From this table, the highest mean value is “well mannered and informative staff” of 3.76. In contrast, the lowest mean value is “prompt actions based on customer feedback” of 3.29.
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N |
Minimum |
Maximum |
Mean |
Std. Deviation |
|
well mannered and informative staff |
202 |
1 |
5 |
3.76 |
.848 |
|
How satisfactory modern sports/gym equipment |
201 |
2 |
5 |
3.71 |
.780 |
|
providing a reliable service that is promised |
200 |
1 |
5 |
3.70 |
.821 |
|
willingness to help facility users |
199 |
1 |
5 |
3.69 |
.842 |
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visually appealing facilities |
200 |
1 |
5 |
3.67 |
.827 |
|
modern changing facilities |
200 |
1 |
5 |
3.67 |
.778 |
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service carried out as promised first time |
198 |
1 |
5 |
3.66 |
.891 |
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informing customer of new and changing schedule / timetables |
200 |
1 |
5 |
3.65 |
.820 |
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service performed at promised time |
200 |
1 |
5 |
3.64 |
.881 |
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prompt service to facility users |
201 |
1 |
5 |
3.62 |
.870 |
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staff with good customer service |
199 |
1 |
5 |
3.60 |
.875 |
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secure transactions e.g. membership payments and booking facilities |
201 |
1 |
5 |
3.60 |
.939 |
|
smart , professionally appearing staff |
202 |
1 |
5 |
3.57 |
.815 |
|
readiness to respond to user request |
198 |
1 |
5 |
3.56 |
.851 |
|
convenient hours of operation |
202 |
1 |
5 |
3.54 |
.947 |
|
knowledgeable and reliable staff |
198 |
1 |
5 |
3.53 |
.865 |
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attending to the needs of every customer e.g. on a personal one to one basis |
197 |
1 |
5 |
3.48 |
.843 |
|
highly motivated staff for example encouraging gym staff |
199 |
1 |
5 |
3.48 |
.858 |
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informative, relevant and appealing documentation such as gym and class timetables and opening times |
200 |
1 |
5 |
3.44 |
.928 |
|
dealing with customer complaints |
191 |
1 |
5 |
3.31 |
.743 |
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prompt actions based on customer feedback |
191 |
1 |
5 |
3.29 |
.766 |
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Valid N (listwise) |
177 |
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|
|
|
Table 6
Cross tabulation is a table summering the categorical or nominal data associated between variables. The tables and chart below show the satisfaction level of service carried out as promised first time varied depending on whether the participant is a member or not. In table 7, there are 37 members feeling satisfactory. However, the number of people who are satisfied with the service carried out as promised fist time increase to 48. On the contrary, the percent of people who are satisfied with the service very much decrease from 23% to 8% if the participant paying each time rather than being a member.
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|
are you a member or do you pay each time |
Total |
|||
|
|
member |
pay each time |
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||
|
service carried out as promised first time |
very dissatisfactory |
Count |
1 |
0 |
1 |
|
|
|
% within are you a member or do you pay each time |
1.1% |
.0% |
.5% |
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|
dissatisfactory |
Count |
12 |
8 |
20 |
|
|
|
% within are you a member or do you pay each time |
12.8% |
8.7% |
10.8% |
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|
neutral |
Count |
21 |
28 |
49 |
|
|
|
% within are you a member or do you pay each time |
22.3% |
30.4% |
26.3% |
|
|
satisfactory |
Count |
37 |
48 |
85 |
|
|
|
% within are you a member or do you pay each time |
39.4% |
52.2% |
45.7% |
|
|
very satisfactory |
Count |
23 |
8 |
31 |
|
|
|
% within are you a member or do you pay each time |
24.5% |
8.7% |
16.7% |
|
Total |
Count |
94 |
92 |
186 |
|
|
|
% within are you a member or do you pay each time |
100.0% |
100.0% |
100.0% |
Table 7
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|
|||
|
|
Value |
df |
Asymp. Sig. (2-sided) |
|
Pearson Chi-Square |
11.461a |
4 |
.022 |
|
Likelihood Ratio |
12.173 |
4 |
.016 |
|
Linear-by-Linear Association |
.907 |
1 |
.341 |
|
N of Valid Cases |
186 |
|
|
|
a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is .49. |
Table 8
Chart 4
The importance of different service quality dimensions
The table 9 below describes the descriptive statistics of performance dimensions of service quality. The participants give a score between 0 and 100 to describe the dimensions. This table shows that the number of valid data is 202 for each question. The minimum is 0 appearing at question of the attention to details when dealing with a customer on a one to one basis, which means that at least one participant is not satisfied with that very much. The maximum is 96. The number shows that at least one participant is very satisfied with the appearance, physical facilities and changing rooms of the sports centre. The highest and lowest mean is 25.34 and 17.26, which belongs to the appearance of sports centre and the knowledge and manners of the staff respectively. And so does the standard deviation.
|
|
|||||
|
|
N |
Minimum |
Maximum |
Mean |
Std. Deviation |
|
the appearance of the sports centre, physical facilities such as staff, gym equipment, the sports hall, and changing rooms. |
202 |
5 |
96 |
25.34 |
11.399 |
|
the attention to detail given when dealing with a customer on a one to one basis , though being caring and sympathetic to any problems that may have arisen. |
202 |
0 |
51 |
20.95 |
10.101 |
|
the sports centre's willingness to help users and provide a prompt and friendly service. |
202 |
1 |
60 |
18.29 |
8.075 |
|
the ability of the sports centre and its staff to implement the service promised reliably and accurately. |
202 |
1 |
60 |
18.25 |
7.425 |
|
the knowledge and manners of the sports centre's staff, and their ability to supply and maintain confidence and trust within its customer. |
202 |
1 |
41 |
17.26 |
7.133 |
|
Valid N (listwise) |
202 |
|
|
|
|
Table 9
The table 10 shows the ranked weighted variables of the questionnaire. The highest mean is 95.4378, the weighted equipment rating. And the lowest one is 60.0578, the weighted highly motivated staff.
|
|
N |
Mean |
Std. Deviation |
|
Equipment Rating Weighted |
201 |
95.4378 |
51.10232 |
|
Appearance Weighted |
200 |
94.4850 |
52.34568 |
|
Changing Facilituies Weighted |
200 |
93.8000 |
51.14547 |
|
Smart staff weighted |
202 |
91.9554 |
53.12112 |
|
Convenience weighted |
202 |
89.2624 |
48.78010 |
|
information weighted |
200 |
87.6250 |
50.05800 |
|
Staff with good customer care weighted |
199 |
73.0251 |
36.84111 |
|
Attending to needs of every customer weighted |
197 |
70.8376 |
36.25356 |
|
Reliable Serice weighted |
200 |
67.4650 |
31.25288 |
|
readiness to respond to user requests weighted |
199 |
67.2915 |
33.01401 |
|
Informing Customers pf changes weighted |
200 |
66.7500 |
32.74736 |
|
willingness to help users weighted |
201 |
66.7214 |
33.83285 |
|
Service carried out 1st time weighted |
198 |
66.3485 |
31.58109 |
|
Service provided as promised weighted |
200 |
66.1100 |
32.25196 |
|
dealing with customer complaints weighted |
198 |
65.7551 |
35.55195 |
|
well mannered and informative staff weighted |
202 |
65.1832 |
32.41078 |
|
secure transactions weighted |
201 |
63.2289 |
32.59459 |
|
knowledgeable and reliable staff weighted |
198 |
60.8763 |
28.91632 |
|
prompt service to users weighted |
191 |
60.7199 |
32.42134 |
|
prompt actions on customer feedback weighted |
191 |
60.5471 |
31.46946 |
|
highly motivated staff weighted |
199 |
60.0578 |
28.65315 |
|
Valid N (listwise) |
177 |
|
|
Table 10
The table 11 shows the difference between weighted orders and original unweighted results. The weighted case is helpful for entering the frequency counts along with scores combination.
Table 11
Summary and conclusion
According to the questionnaire, there are 202 people who offering the valid data participating in the survey. In which, 62.4% of them are male, and 37.1% of them are female. The male participants are 24.7% more than the females. Most of them are undergraduate students in first and second year. The attitude of participants to the university sports centre is between neutral and satisfactory. A large number of people may be satisfied with the appearance, physical facilities and changing rooms of the sports centre. They are also satisfied with the willingness to help users and the knowledge and manners to supply and maintain confidence. However, comparing with the equipment, it seems that people feel a little disappointed with the staff there, including the attitude they dealing with customer complaints, prompt actions based on customer feedback. However, these may be changed in different sample composition. For example the percentage of satisfaction may be different according to whether the participant is a member or not. Female and male may have different opinions on the same question.
The questionnaire may be helpful for improving the quality of university sports centre. It displays the aspects people may not satisfy with. It may be better for them to be patient when dealing with customer complaints and take measures to deal with the customer feedback. It is also a effective method to maintain competitive advantages the customers satisfying with.
Recommendation
As there is just one chance to collect data, it is necessary to check and make sure that the data collected is essential, can answer the research questions and achieve the objective by observations. Creating data requirements tables is helpful. First, whether an explanatory or descriptive research is needed as the main outcome should be decided. Secondly, each research objective of question should be sub-divided into the data needed to be gathered in specific investigative questions. Thirdly, repeat sub-dividing until the questions of investigating are sufficiently precise. Fourthly, the variables about the data needed to be collected for each investigative question should be identified. Fifthly, the level of detail should be established for the variable data. Finally, measurement questions should be developed to capture the data when requiring it for each variable. These would be useful in the future research.
References
Bryman, A., & Bell, E. (2011). Business research methods / Alan Bryman, Emma Bell. Oxford Oxford University Press c2011.
Cameron, S., & Price, D. (2009). Business research methods : a practical approach / Sheila Cameron and Deborah Price. London Chartered Institute of Personnel and Development 2009.
Field, A. P. (2000). Discovering statistics using SPSS for Windows : advanced techniques for the beginner / Andy Field. London SAGE 2000.
Hinton, P. R., McMurray, I., & Brownlow, C. (2014). [ebook]SPSS explained / Perry R. Hinton, Isabella McMurray and Charlotte Brownlow. Hove Routledge 2014.
Marshall, C., & Rossman, G. B. (2011). Designing qualitative research / Catherine Marshall, Gretchen B. Rossman. London SAGE 2011.
Sara, E. (2009). ILO school-to-work transition survey: A methodological guide. Switzerland: ILO
Saunders, M., Lewis, P., & Thornhill, A. (2012). Research methods for business students / Mark Saunders, Philip Lewis, Adrian Thornhill. Harlow Pearson 2012.
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ASSIGNMENT2 |
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Yulan Kang |
