Visitor Satisfaction and Benefits Survey for the Carolina Hurricanes
Introduction
One of the most noted models for customer service is the SERVQUAL approach to studying
customer satisfaction. There was a field study done in the German Alps in which the study concluded
that the SERVQUAL approach to analyzing customer satisfaction had some disadvantages. Therefore, the
researchers conducting the customer satisfaction study created the Identification of Service-Lacks
approach. This study focused on closed questions concerning the satisfaction of the tourists in the Alps
using a variety of satisfaction analysis procedures. (Klaus; 2004)
Funk (2003) researched a subset of the overall field of consumer behavior as it related to the
unique aspects of the sport industry. Sport consumer behavior research is studied using the discoveryoriented approach. This approach utilizes data collection and analysis, the development of well rounded
research techniques, exploring multiple aspects of the consumer decision making process, and
conducting research that generates questions. (Funk; 2003)
Greenwell (2002) focuses on the physical design of facilities as the main root to superior
customer satisfaction. The spectator sport industry has had a major boost in the development of major
facilities to be the home to professional teams. A sample of 218 minor league hockey teams were used
to research the influence of the actual physical facility on the customer experience and the degree of
satisfaction gained. He found that the combination of facilities and personnel contributed to the overall
satisfaction of the customer. (Greenwell; 2002)
Roy (2003) researched the Consumer Related Marketing (CRM) of professional teams to rise
within the past couple years. The study found that consumers favor organizations that participate in
charitable events and support causes for the community. He studied consumer attitudes towards
athletes and teams in terms of cause marketing. He conducted a telephone survey and found that
consumers had a very high expectation in terms of participating in community events and charity
functions. (Roy; 2003)
Tsuji (2007) researched the relationships of service quality, satisfaction, and future attendees at
a pro-level action sports event. He used the structural equation model for determining the effects of
customer satisfaction of repeat customers on the actual action sport event. The study found that
respondents were more likely to come back to the event and they had an overall positive attitude
towards the pro event. (Tsuji; 2007)
Kim (1997) published an article discussing the relationship between service quality, consumer
satisfaction, and purchase intention as it relates to public sport facilities. The article studied how women
feel about public sport arenas and how satisfied they are with the surroundings and the overall
atmosphere. (Kim; 1997)
Customer Satisfaction Survey Objective
The overall purpose of this evaluation is to point out to the Hurricanes areas in which they are
excelling in customer service, and areas in which the organization has opportunities to grow and
develop. The purpose of this evaluation study is to provide the Carolina Hurricanes with an avenue in
which to grow as a professional entity. When you understand what the customer is after and expects
from your service, then the organization can grow and mold into what the customer desires. Since the
organization is still fairly new here in Raleigh, as compared to older NHL organizations, the Hurricanes
still are developing as a professional service organization.
Evaluation Questions
The study conducted aims to provide an answer to what customers really get out of a Carolina
Hurricane game. The study will also aim to discover other factors that play into the overall satisfaction of
the service entity. These factors can include but are not limited to; facilities, concessions, retail store,
etc. based upon the findings in the customer survey and evaluation, the Hurricanes can then turn
around and take the findings and change some of the operations to meet the customers’ demands.
Quality Domains
The Carolina Hurricanes experience aims to gather groups of people together in one common
arena to socialize with friends, enjoy the camaraderie with other fans with which they share a common
bond. The Hurricanes aim to provide a state of the art facility in which fans can be proud of and a facility
that enhances the overall experience of each individual fan. The services provided by the hurricanes
staff aim to assist fans with any issues that may arise during the game. The services provided also
enhance the game atmosphere by providing food and drink to fans. The onsite experience is enhanced
by the use of promotions, giveaways, discounts, and much more in order to make the consumer
satisfied when visiting the RBC Center.
Service Setting
The Carolina Hurricanes are a professional hockey club located in Raleigh, NC. The Hurricanes
aim to attract an average of 15,000-16,000 fans for each game from the surrounding triangle metro
area. Fans who attend the games are mostly affluent individuals who are well-educated who choose to
spend their disposable income on professional hockey games. The Hurricanes are governed under the
National Hockey League. The team aims to provide a top quality experience for all fans who attend the
games with the inclusion of promotional items and giveaways.
Logic Model
The Logic model provided at the end aims to describe what the Carolina Hurricanes are out to
achieve in providing the entertainment service to the community. The logic model also describes the
customer in specific terms and delves into why Hurricanes fans keep coming out to the games. It is this
knowledge gained through customer satisfaction research that can yield great results for the
organization in taking the information gained and improving the organization through changes. The logic
model also goes into describing the Hurricanes organization as a whole and how they operate their
business.
Data Collection
Sample
The sample includes Carolina Hurricanes fans that attend certain home contests throughout the
hockey season. The RBC Center attracts all kinds of fans both male and female of all different ages. Lots
of fans travel as a family and will attend games as a family unit. In this survey I am taking a random
sample of the respondents that choose to fill out the survey at Hurricanes games. My strategy for
making the random sample will be the systematic random sample in which I use a skip interval and
create my list of potential fans. The size of the sample is going to be 1,000 respondents who filled out
the survey. I intend of randomizing the days in which I survey fans in order to get a better
representation of the overall experience of fans on a multi-date basis. The sampling error will be at 5
percent without a non-response bias being considered.
Questionnaire
The Questionnaire begins with a brief introduction to the purpose of the survey being given out.
It then begins to profile the fan so that the Carolina Hurricanes organization can better grasp what kind
of person attends their contests. The survey then goes into detailed questions about the quality
domains such as facilities, service, information, and attitudes and opinions of the product being offered.
The design of the questionnaire is very simple to follow with specific instructions and questions along
with easy boxes to make responses in. The questions were formulated in order to gain a better
understanding of the consumer’s overall experience at a Hurricanes game. The goal of the questionnaire
was to encompass as many elements to the experience as possible and get feedback. The scales chosen
in the surveys were of the rating variety in which there was a given scale and respondents were asked to
fill in a rating per the category listed. The questionnaire is located in Appendix B where you can gain
more information on the types of questions asked.
Data Collection
The questionnaire is going to be delivered when fans enter the RBC Center at the point of entry.
The type of survey technique used to collect data is a variety of the drop-off and pick up method in
which fans will have boxes available on the concourse that they can drop their survey off when the leave
the RBC Center. In step one of administering this survey I will have volunteers or employees of the
Carolina Hurricanes hand out the questionnaires at the door of the RBC Center. In step two I will have
the same volunteers and employees retrieve the surveys from the boxes on the concourse. In step three
I will compile all the data collected and then create a report on my findings.
In order to handle non-respondents I have set up a reward for a drawing that will take place in
which one lucky fan will win four tickets to a future Hurricanes game for filling out the survey.
References
Beier, K., Woratschek, H., & Zieschang, K. (2004). The importance of sports in tourism:
Measurement of the customer satisfaction by the ISL approach. Journal of Sport Tourism,
9(2), 208-210.
Funk, D. C., Mahony, D. F., & Havitz, M. E. (2003). Sport consumer behavior: Assessment and
direction. Sport Marketing Quarterly, 12(4), 200-205.
Greenwell, T. C., Fink, J. S., & Pastore, D. L. (2002). Assessing the influence of the physical sports
facility on customer satisfaction within the context of the service experience. Sport
Management Review, 5(2), 129-148.
Greenwell, T. C., Fink, J. S., & Pastore, D. L. (2002). Assessing the influence of the physical sports
facility on customer satisfaction within the context of the service experience. Sport
Management Review, 5(2), 129-148.
Kim, S. J., & Heo, H. M. (1997). A study on the relationship between service quality, consumer
satisfaction, purchase intention for women consumers of public sport facilities. In
movement and sport in the life-cycle of woman. 13th congress of the international
association of physical education and sport for girls and women, july 27-august 1, 1997,
fellmanni congress centre, lahti, finland, the finnish society for research in sport and
physical education : The finnish gymnastics and fitness association, p.14. (). Finland:
Roy, D. P., & Graeff, T. R. (2003). Consumer attitudes toward cause-related marketing activities
in professional sports. Sport Marketing Quarterly, 12(3), 163-172.
Tsuji, Y., Bennett, G., & Zhang, J. (2007). Consumer satisfaction with an action sports event.
Sport Marketing Quarterly, 16(4), 199-208.
Appendix A
Logic Model Flowchart for Carolina Hurricanes
Service Objective:
The service objective of the Carolina Hurricanes is to provide an entertainment venue for the
Raleigh/Durham area in hopes of providing customers with an experience they could not get anywhere
else in the Raleigh/Durham area.
Outcomes:
As a customer of the Carolina Hurricanes, the customer should anticipate paying to watch a professional
hockey in a rich and vibrant environment. The diversity of the customers makes the service of the
Carolina Hurricanes unique and therefore making the services they provide diverse in nature as well.
One of the main reasons customers attends the Hurricanes games are to experience intense athletic
competition in an arena setting. With the contest being held in a state of the art arena, customers also
travel to the arena to socialize with other fans and friends within the confines of the arena. This
socialization not only takes place in the bowl area, but in the concourses as well if customers happen to
run into other friends during intermission. Fans also may come to the games to experience the
atmosphere of the game such as food, auctions, retail, etc. So given this diverse landscape in which
customers come to the games for different reasons, the Hurricanes are able to cater to the many
different groups of people who travel to the RBC Center on game nights.
Outputs:
The outputs of the Carolina Hurricanes organization include the amount of money the organization
makes over the course of a year. Another output would be the amount of retail sales in their retail store
because as popularity goes up, the merchandise sales increase as well. The major factor in whether or
not the Carolina Hurricanes are successful is the attendance figures from all the home games
throughout the season. As the team does better on the ice, and customers are satisfied with the other
amenities offered at the game, then the attendance will rise and profit should follow suit.
Work Activities and Actions:
The Carolina Hurricanes have a major workforce who works to ensure customer satisfaction. This work
includes but is not limited to food service, usher service, promotional staff, and front office staff. These
groups of workers are organized in such a way that the customer is always put forth ahead of anyone
else. This is due to the fact that without the customer, there would be no money generated and the
team would be non-existent. In the Hurricanes organization people are assigned jobs based upon
providing the customer with the best possible service. Areas of work include promotions work between
periods, fan interaction positions, and concession area work.
Inputs:
In order for the Hurricanes organization to operate they need capital to fund all of the staff and most
importantly the hockey players themselves. They also must provide training to all of their employees in
order to maximize the customer satisfaction and experience at the events. The organization uses all of
these tangible items in order to provide the best possible service to all of the hockey fans.
Appendix B