Page 93 - THEi Student Applied Research Presentations 2025

SERVICE QUALITY AND CUSTOMER
SATISFACTION AT LEISURE AND

CULTURAL SERVICES DEPARTMENT’S
SPORTS AND RECREATION FACILITIES

Poster
LEUNG Chun Fai
BSocSc (Hons) in Sports and Recreation Management
Department of Sport and Recreation

RESEARCH BACKGROUND OBJECTIVES

The popularity of sports continues to grow with government support, in this • Investigate how service quality
instance through the recent establishment of the Kai Tak Sports Park. Ensuring dimensions relate to customer
maximum customer satisfaction in sports complexes is essential for enhancing satisfaction in LCSD-managed
overall user experience, which in turn promotes greater community participation sports and recreation facilities.
in sports (Bitner, 1990). This project investigates the relationship between • Identify the key factors that drive
service quality dimensions and customer satisfaction at the Leisure and Cultural user satisfaction.
Services Department’s (LCSD) sports and recreational facilities. • Examine the potential differences
in service quality perceptions
METHODOLOGY among diverse user demographics
(e.g., age, gender, employment
Data was collected using Google Forms, focusing on SERVQUAL dimensions: status, usage frequency).
Tangibles, Reliability, Responsiveness, Assurance, and Empathy. Statistical
analyses, including Spearman correlations, Mann-Whitney U tests, and Kruskal-
Wallis H tests, were used to evaluate the relationships and differences among
user groups. These methods aimed to assess how various service quality
dimensions impacted customer satisfaction in sports complexes, providing
insights into user preferences and expectations. The analysis facilitated a
deeper understanding of the factors influencing satisfaction levels across
diverse demographic groups.

FINDINGS ABOUT THE INVESTIGATOR

Findings indicate that female participants prioritize higher levels of attentiveness My supervisor is Dr Peggy CHOI.
and responsiveness, significantly impacting their satisfaction scores (Brody &
Hall, 1993; Mattila et al., 2003). Assurance recorded the highest mean score
in SERVQUAL dimensions, followed by Responsiveness, with a significant
gender difference noted (U = 726.50, p = 0.043). Users now favor relational
and experiential qualities over traditional physical factors, as shown by
an insignificant correlation for Tangibles (rs(89) = 0.068, p > 0.05). Strong
correlations (0.5-0.7) were observed between overall satisfaction and Reliability
(rs(89) = 0.603), Responsiveness (rs(89) = 0.541), Assurance (rs(89) = 0.563),
and Empathy (rs(89) = 0.586). These findings align with theories emphasizing
the importance of emotional connections and personalized interactions for
customer satisfaction (Grönroos, 1990; Parasuraman et al., 1988).

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