Consumer Behaviour: Quality in Sport

Consumer Behaviour: Perceived Quality in Sport

• Topic: Consumer behaviour, specifically perceived quality in sport.
• Subtitle: Perceived quality in sport.
• Learning Objectives:
  • Differentiate between types of quality in sports products and services.
  • Understand the role of perceived quality in consumer behaviour towards sports services.
  • Link quality to expectations and satisfaction (basic).
  • Understand different types of expectations.

Quality and Sports Management

• Quality Concept: Quality is a complex and multidimensional concept.
• Product Quality: A first perspective on product quality is the extent to which a product performs the function for which it was designed.
• Quality Clarity: Problems arise when the exact design function is unclear.

Quality and Sports Management (Continued)

• Quality and Loyalty: Quality is vital for ensuring customer loyalty and effective process management, adhering to standards (Dorado & Gallardo, 2006).
• Quality and Comparison: Different definitions and connotations of quality in management can be derived from general paragraph analysis.
• Defining Quality: The need to better define the terms, expanding on the course's information, in order to identify four types of quality.

Quality as "Excellence"

• Definition: This is the simplest form of quality– meeting predefined standards within the management process.
• Standards: ISO standards, particularly ISO 9001 for Quality Management Systems, are foundational (widely used) and involve practical tests and manuals for "doing things well".
• Quality Management: A company achieving ISO 9001 certification demonstrates quality management.

Quality as "Excellence" (Continued)

• Other Standards: Other standards exist for different sectors like environmental management (ISO 14001), project management (ISO 21500), and health and safety (ISO 18001).
• External Certifications: Organizations and private consultancies offer other relevant certifications (e.g., Malcolm Baldridge, EFQM).

Quality as "Value"

• Individualistic Concept: Quality as value is more individualistic—company uses quality as a key indicator.
• Customer Expectation: Customers expect visible quality elements and features in products and services.

Quality as "Adjustment"

• Technical Quality: Also referred to as 'technical quality,' this is the quality imposed on a product or service during its manufacture.
• Measurability: Technically imposed quality is readily identified and measurable.
• Specifications: This quality is determined by technical specifications, analyzed via internal processes, and is clearly demonstrable.
• EN Standards: In this area, EN standards are the primary comprehensive set of technical standards.

Quality as "Meeting Expectations"

• Perceived Quality: This is where perceived quality differs from objective quality.
• Consumer Perception: Customers form a mental image of a product's quality based on their perceptions, not necessarily lab-tested data.
• Marketing Relevance: Perceived quality is exceptionally important for marketing considerations.

Marketing Perspective

• Consumer Purchase Decisions: Consumer decisions are based on perceived quality (subjective), not objective data.
• Importance for Marketing: Perceived quality, not actual quality, drives marketing.

Quality as "Satisfaction of Expectations"

• Importance of Objective Criteria: Recognizing the criteria consumers use to form their idea of quality is crucial.
• Constructing Perceived Quality: Understanding the process behind determining perceived quality helps influence purchase decisions.
• Satisfaction Definition: Satisfaction is determined by comparing the actual result of a product or service with pre-purchase expectations.
• Mathematical Formula: Satisfaction = Result(s) – Expectation(s).

Quality as "Satisfaction of Expectations" (Continued)

• Types of Consumers:
  • Satisfied consumers recognize product/service meets their expectations.
  • Dissatisfied consumers perceive the product/service as falling short of their expectations, likely to retaliate and potentially sharing negative experiences.
  • Very satisfied consumers (advocates/promoters) have a positive experience significantly above expectations.

Quality as "Satisfaction of Expectations" (Continued)

• Critical to Brand Image: Knowing how to handle consumer dissatisfaction is vitally important for brand image and future purchases.

Very Important

• Interconnected Elements: Perceived quality, satisfaction, and expectations are elements in a larger interconnected chain.
• Subjective Nature of Quality: Quality is very subjective; certain elements may be perceived as high-quality while others may not.
• Varying Quality Perception: Consumers can perceive a product's quality differently based on previous and ongoing experiences, including experiences at other facilities.

Very Important (Continued)

• Satisfaction Overview: The aspect of satisfaction is a global aspect, not tied to a specific quality element or product detail, and it's formed based on the sum of experiences and elements.
• Perceived Value: Value is related to price perception, though a certain level of quality may not be directly correlated. A consumer may be unsatisfied with a product's service but satisfied with the value for money.

Very Important (Continued)

• Consumer Intentions: Intentions as to repeat purchase or recommendation are influenced by prior experiences and satisfaction levels.
• Theoretical Models: Several theoretical models can analyze the four elements. Tools help detect strengths, weaknesses, and optimal customer relationships.

The Expectations

• Defining Expectations: The perception is understood by comparing expectations to the resulting reality of the given service or product.
• Basic vs. Predictable Expectations: Various types of expectations (basic, predictable, ideal, and unexpected) are further explored in the presentation.

Creation of Expectations

• Varied Experiences: Expectations are not static; they develop over time based on experience.
• Individual Consumer Experiences: Interaction and experience influence expectations for future use of a product or service.
• Social Exchange and Information: Social sharing of experience creates expectations. A consumer can have different levels of expectations based on the brand or product.
• Brand Positioning: Brand image and positioning greatly influence user expectations.
• Published Information: Companies manage their brand reputation (image) by collecting information from media, including social networks.

Bibliographic References

• Key Sources: The presentation highlights two important references for the topic's theoretical background (Dorado & Gallardo, 2005; Crespo-Hervás et al., 2019).

This quiz explores the concept of perceived quality in consumer behaviour specifically related to sports. It highlights the relationship between product quality, customer expectations, and satisfaction, while also addressing the impact of quality on customer loyalty. Test your understanding of these crucial concepts in sports management.