ABSTRACT
This chapter examines executing delivery of brand promises through managing quality. In order to manage quality in the delivery of sports entertainment experiences, one must be familiar with what quality is from the consumer's viewpoint. The intangible nature of services and consumer involvement in their delivery makes service quality in the service sector more subjective. Service quality comprises five factors: intangibility, reliability, responsiveness, assurance, and empathy. Customer satisfaction is a person's feelings of pleasure or disappointment that result from comparing a product's perceived performance to their expectations. A major decision that sports properties must make about marketing execution is what functions will be handled in-house and what functions will be outsourced. Advantages of outsourcing include higher level of expertise, greater objectivity, availability of additional resources, and cost-effectiveness. Functions that can be outsourced include ticket sales, sponsorship sales, media broadcasting and sales, facility operations, marketing communications, and market research.
