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SERVICE QUALITY AND CUSTOMER
SATISFACTION IN THE LEISURE AND
CULTURAL SERVICES DEPARTMENT
SPORT FACILITIES
Poster
WONG Hiram
BSocSc (Hons) in Sports and Recreation Management
Department of Sport and Recreation
OBJECTIVES RESEARCH BACKGROUND
• Find the key dimensions of This study examines the association of service quality with customer satisfaction
service quality that influence towards sports facilities in the Hong Kong context, led by the LCSD, focusing on
customer satisfaction in LCSD how services contribute to promoting physical activity and community in society.
sports facilities With the rising importance of sports and recreation services in the society of
• To examine whether demographic consumption, good service is necessary not only to improve the user experience
factors (age, gender, etc.) but also to facilitate long-lasting patronage. The goal of the present study is to
influence perceptions of service review dimensions of service quality that may affect the level of LCSD service
quality and customer satisfaction quality satisfaction, with the SERVQUAL as the basis.
• To determine if higher levels of
service quality in LCSD sports METHODOLOGY
facilities are positively correlated
with higher customer satisfaction Structured surveys were employed to obtain quantitative data for this study.
levels The survey adopts the SERVQUAL model by considering five service quality
dimensions: tangibles, reliability, responsiveness, assurance and empathy. The
sample represents a range of users of LCSD sport facilities, covering a broad
spectrum of demographic factors including age, gender, education, frequency
of use and employment status. Through statistical analyses, it is investigated
by means of Spearman’s rank correlation coefficient, Mann-Whitney U test
and Kruskal-Wallis H test to what extent these dimensions are associated with
overall customer satisfaction.
ABOUT THE INVESTIGATOR
FINDINGS
As a student in the Department of
Sport and Recreation, it goes without Results show a strong, positive correlation of reliability, responsiveness,
saying that I am passionate about assurance, and empathy towards overall satisfaction however, tangibles were
sports and I am always interested not found to have a significant effect. This emphasises the role of reliable
in any sports related competitions. service delivery and the need for preferred-response programs in improving
Not only do I love the attitude of customer experience. Perceptual differences relating to service quality
sportsmanship, but I also love the were found between various demographic strata; specifically, gender and
atmosphere of going all out to win a employment status. Male respondents have a higher level of satisfaction with
game. In addition, I would like to find responsiveness, while employed people have higher expectations of empathy
a job related to sports or recreation! service than unemployed respondents.
My FYP supervisor is Dr Peggy CHOI.
85 Student Applied Research Presentations 2025 Student Applied Research Presentations 2025
