SERVICE QUALITY OF LAO NATIONAL SWIMMING
Keywords:
Laos/ Service Quality/ Marketing Mixes/ SERVQUAL/ Swimming Pool.Abstract
The purpose of this study was to examine the expected and the observed service quality of the Lao National Swimming Pool. The research methodology included the evaluation of the services provided at the swimming pool based on the marketing mixed (7P’s) concept, literature review of previous reports, the instruments used in this study were semi-structure and a survey on service quality. The five key informants were interviewed and 400 pool customers participated in this study. The data was analyzed by means (X ̅) and Standard deviation (S.D.) and also analyze the gaps of the expected quality and observed quality in the swimming pool at the Lao National Stadium with. Descriptive statistics including means (X ̅) and Standard deviation (S.D.) and Modified Priority Needs Index (PNImodified) were used for the analysis. A majority of the samples (61.3%) were male and almost half (49.5%) of the samples used the pool 1-2 times a week. The samples were not satisfied with the service quality provided at the pool as there was a large gap of between the expected and the observed service quality. Based on the results from the PNI modified, three aspects of service should receive top priority when improving the pool services. These services included activity promotion, (PNI =0.42), price setting and the activities offered (PNI=0.31), and pool facility. (PNI=0.29).
(Journal of Sports Science and Technology 2020; 20(1): 20-35)
(Received: 23 July 2019, Revised: 14 January 2020, Accepted: 6 February 2020 (System accepted: 20 February 2020))
Keywords: Laos/ Service Quality/ Marketing Mixes/ SERVQUAL/ Swimming Pool.
*Corresponding author: Bounthanom VONGPHACHANH
Faculty of Sport Science, Burapha University, Chonburi, THAILAND, 20131.
E-mail: Tuiswimming2016@gmail.com
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