Service Quality, Customer Satisfaction and Behavioural Intentions of Australian Aquatic Centre Customers, 1999–2001

Abstract

Improved service quality can help retain customers of leisure services and facilities and satisfied customers are more likely to recommend the service to other potential customers. Operators can use customer service quality and customer satisfaction data to assist in the continuous improvement of their operations. In particular, the collated data generated through research reported in this paper can be used for external benchmarking by operators of Australian aquatic centres. Data gathered from samples of Australian local government aquatic centre customers in 1999, 2000 and 2001 include customer use profiles and customer assessments of service quality, problem identification and resolution, satisfaction, and behavioural intentions. Service quality indicators highlight the priorities that different user groups place on such aspects of service as pool water cleanliness, staff responsiveness, value for money and instructors’ experience and knowledge. Other comparative data include overall satisfaction levels, problem reporting, problem resolution and customer advocacy. The paper contributes to the growing literature on service quality in a diversity of leisure service contexts.