Alternate Measurement Approaches to Recreational Customer Satisfaction: Satisfaction-Only Versus Gap Scores

Abstract

This study blends service quality and importance-performance methodologies to extend previous research beyond traditional customer service domains. The study examined water-based recreationists' importance and satisfaction ratings across a battery of 19 individual attributes within four domains relevant to outdoor recreation satisfaction (facilities, services, information, and recreation experience). Both the satisfaction-only item scores and gap scores (difference between importance and satisfaction level) were analyzed to determine their relationship within their respective satisfaction domain and with overall satisfaction. The satisfaction-only measures were found to be significantly better indicators than the gap scores of domain-level and overall satisfaction. The items were found to be stronger predictors within the four satisfaction domains than within the overall satisfaction model.

Keywords:

• performance measurement
• customer satisfaction methodology
• disconfirmation
• service expectations