Discuss the differences between service quality perceptions of service quality and customer satisfaction

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Discuss the differences between service quality, perceptions of service quality and customer satisfaction (Section 1). Should sport service managers prioritize one of them? If yes, which and why (Section 2)? Support your arguments with sport examples.

Section 1
In the current economic climate, affected by trade liberalisation and globalisation organisations face a highly competitive market. Due to such, there has been a shift from production-led philosophy to that of a customer-focused approach (Gronroos 1982). This customer-focused approach considers the external interest such as satisfaction and perceptions of quality. Schneider et al (2002) argued that ensuring an excellent service delivery has now become an essential role for all service providers.
The importance of a high quality service is clear, but there isn’t a consensus on the definition of; perception of service quality (PSQ), service quality (SQ) and customer satisfaction (CS), (Cronin &Taylor 1992; Rust & Oliver 1994.) Some latter academics have attempted to adapt the definition by separating PSQ and SQ, measuring one subjectively and the other objectively (Berry et al 2006). Traditionally, it appears academics define SQ as a measurement of how the service delivered matches the customer’s expectations. (Bolton & Drew 1991; Parasuraman, Zeithaml & Berry, 1988) all support this concept, claiming it is an attitude similar but not identical to satisfaction, which is developed by comparing service performance and expectations. Further, service quality is judged on a consistent basis (Lewis and Booms 1983). This determines SQ as a long-run judgment by the customers.
In contrast, PSQ is formed during the production, delivery and consumption process (Edvardsson 2005). PSQ provides the measurement tool for individuals to evaluate the attractiveness and desirability of the service (Kasimah 2013). This is supported by (Zeithaml et al 2009) who state that perceptions are generated from a customers



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