Pričakovana in zaznana kakovost storitev na primeru dogodka "Eurobasket 2013"

magistrsko delo

Dino Markovinovič (Author), Aleksandra Pisnik Korda (Mentor)

Abstract

V uvodu smo opredelili problem, namen in cilje, ki smo si jih v tem magistrskem delu zastavili v prvem poglavju. V drugem poglavju opredeljujemo kakovost storitev in pomembnost le-te za uspešno izvedbo tekmovanja, kot je Eurobasket2013. Ugotavljamo, da so danes storitve prevzele vlogo glavne sile gospodarske rasti od industrije. Z opredelitvijo kakovosti storitve smo prikazali vrste kakovosti. V nadaljevanju naloge se osredotočamo na pričakovano in dejansko kakovost storitve. Po pregledu tujih empiričnih raziskav kakovosti storitev, ki so se ukvarjale s področjem športa smo ugotovili, da poda najprimernejše rezultate naši raziskavi prav ta vrsta kakovosti. Koncept kakovosti storitev predstavlja dva pristopa k definiranju le tega. Kakovost storitve je skladnost s specifikacijo ali pa je to doseganje oziroma preseganje pričakovanj. V naslednjem koraku smo definirali konceptualni okvir raziskave na katerem smo se osredotočili na pričakovanja odjemalcev. V kolikor ugotovimo pričakovanja, lahko posredujemo storitev v željah odjemalcev, če je to mogoče. Dosegati želeno kakovost odjemalcev je s tem veliko lažje storiti. Zato bomo v naši raziskavi najprej izmerili pričakovanja obiskovalcev prireditve Eurobasket2013 in ocene pomembnosti vseh dejavnikov kakovosti storitve, ki smo jih določili. Nato pa bomo izmerili dejansko zaznano oceno dejavnikov. Najpomembnejše je tisto kar odjemalci zaznavajo kot kakovostno posredovano storitev. Predstavljamo dejavnike, ki vplivajo na to zaznavanje in kako zaznana kakovost storitev vpliva na zadovoljstvo odjemalca. Večina teorije pravi, da je funkcija razlike med pričakovanji odjemalca in njegovim zaznavanjem ravni delovanja storitve zaznana kakovost storitve. Kako odjemalci ocenjujejo kakovost prikazujemo dalje v poglavju o pričakovanjih odjemalca. Tisto, kar si odjemalec želi in meni, da je še sprejemljivo, je ocena kakovosti. Črta, ki ločuje želeno od še sprejemljive pa je območje tolerance. Kot smo omenili imajo pričakovanja najpomembnejšo vlogo pri ocenjevanju storitve, zato mora organizator prvenstva razumeti dejavnike, ki jih oblikuje. Zato v nadaljevanju prikazujemo tiste dejavnike, ki vplivajo na želeno in tiste ki vplivajo na še sprejemljivo storitev. Tretje poglavje smo namenili predstavitvi modelov kakovosti storitev. Predstavili smo (1) Gronroosov model, (2) Spreng in Mackoyjev model, (3) SERVQUAL model ter (4) SPORTSERV model. Kot je znano je največ podpore doživel model servqual čeprav vsi modeli poizkušajo identificirati tiste faktorje, ki najpomebnejše vplivajo na kakovost storitev. Največja prednost tega modela je predhodno oblikovan vprašalnik, ki ga lahko z manjšimi modifikacijami priredimo, da ustreza naši raziskavi. Sportserv model je prav to, izvedenka modela servqual, ki so ga v Grčiji uporabili za potrebe raziskave o fittnes centrih. Tehniko merjenja vseh modelov podrobneje predstavljamo z grafičnimi prikazi in opisom. Grški model smo skoraj v celoti uporabili tudi pri naši empirični raziskavi. V kolikor organizator v večji meri odpravi t.i. vrzeli, ki so opisane v modelu, se lahko nadeja, da bodo pričakovanja dosežena ali presežena. V nadaljevanju (poglavje 4) nadaljujemo z opisom evropskega prvenstva v košarki. Predstavljamo vsa prizorišča organizacije tekmovanja in podajamo osnovne informacije, ki jih potrebuje obiskovalec takšne športne prireditve. Pozornost namenimo tudi zgodovini evropskih prvenstev v košarki in dosežke Slovenije v tem tekmovanju. V empiričnem delu naloge (poglavje 5) ugotavljamo pomembnost posameznih sestavin kakovosti storitve dogodka Eurobasket2013 in posamezne zaznave enakih sestavin. V začetku izhajamo iz predpostavk modela SPORTSERV ter lastnih dognanj.

Keywords

šport;športni dogodki;košarka;storitve;kakovost;pričakovana kakovost;zaznana kakovost;

Data

Language:	Slovenian
Year of publishing:	2015
Typology:	2.09 - Master's Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[D. Markovinovič]
UDC:	658.89:79
COBISS:	12067100
Views:	1661
Downloads:	192
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Expected and perceived service quality case of an event Eurobasket 2013
Secondary abstract:	We have made a brief description of the primary objectives, intentions and goals in Chapter One. In Chapter Two where we introduce the concept of service quality and importance of it for a sucessfull organisation. The impact of business in services has outraised the industrial business. We have explained all kinds of service qualty. We then focus on expectations versus perceived quality. Other studies that we looked at also advise using this kind of service quality. The concept of service quality presents two kind of definition: conformance to specification and meeting or exceeding expectations. In the next step we had defined conceptual frame of the research where we focused on expectations. If we find out what are the expectations we can than provide our service in the way that meets this expectations. Achieving wished service quality is because of this much more possible. That is why we will measure expectations first and then perceived service quality in our research. When we will do that, we will measure perceived service quality. The most important factors, when providing services, are those which customers perceive in that way. We present this factors in our study and their affect on customer satisfaction. Most authors in theory agrees that a perceived service quality is a formula that is a difference between customers expectations and provided quality. How customers aknowledge and evaluate quality we present in next chapter that explains expectations. What customer wishes for, and what he/she is willing to accept we explain in this chapter. That is why the factors that influence customer expectations of service (desired and adequate) are presented in such a detailed fashion. As we explained expectations have a major part in evaluating service quality that is why an organisation needs to understand factors that is providing with services. Chapter Three is where we introduce service quality models. We introduce five basic ones: (1) Gronroosov model, (2) Spreng and Mackoyjev model, (3) SEVQUAL model and (4) SPORTSERV model. While all four models attempt to identify the significant aspects that affects service quality, only SERVQUAL has been widely recognized. The biggest advantage of this model is advance prepared questionnaire, which can be modified to suit the research. Sportserv model is right this. It is a model that comes from servqual and that was used in Greece for a research on service quality in fitness centers. Methods of measuring for all of the models are explained with graphs and description. Greek model was also entirely used in our research. If an organization eliminate all of the gaps that are xplaind in GAP model, they can think of a sucess of exceeded expectations. We continue with Chapter Four explanation of European baskteball championship. We expose all venues of the competition and explain basic information that a random vistior needs when attending this kind of venue. We put a litlle bit of attention in history of this competiton. We have empirically analysed importance of factors evaluating service quality and also how were expectations attained in Chapter Five. The empirical research design was based on the basic assumptions of servqual model and our own findings.
Secondary keywords:	perceived quality;service quality;sport event;expectations;basketball;
URN:	URN:SI:UM:
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	90 str.
ID:	8757512