ABSTRACT
This chapter introduces readers to sport services marketing. It highlights the principles and tools for delivering quality service and establishing customer satisfaction. It also explains the importance of developing strong relationships with sport customers in their roles as spectators, fans, players, participants, volunteer officials, and citizens in general. Finally, the chapter outlines services marketing mix, and explains its applicability to the delivery of services. It explains the characteristics of sport services, which covers services quality, customer satisfaction and relationship marketing. The physical evidence of a sport service includes the environment in which it is delivered, and any other visual or tangible elements. Targeting customers involves choosing which sport consumers are going to be the focus of marketing efforts. Customer satisfaction is an important concept for sport marketers to understand. Satisfaction and service quality are strongly linked as they represent different sides of the same coin. Both ideas are concerned with what a customer expects from a service.
