Client Satisfaction of South Warwickshire Leisure Service - Case Study Example

Survey report Students Name Institution Supervisors Name Date Table of Contents Contents Executive summary 3 1.0 Introduction 4 2.0 Statement of Aim 4 3.0 Objectives 4 4.0 Data Analysis, Descriptive statistics on satisfaction levels 5 5.0 Data Interpretation on satisfaction levels 5 5.1 Activities and Charge Fees 5 5.2 Range of Activities available 6 5.3 Quality of Food and drink 6 5.4 Overall Friendliness of staff 7 5.5Availability of Coaching 8 5.6Overall Value for Money 9 5.8 Age of Respondents 10 Sources 12 Executive summary This survey report analyses the client satisfaction of South Warwickshire Leisure Service (SWLS) which is a non for profit organisation specialised in providing recreational, sporting and other leisure facilities to the local community. The survey was conducted on both the young and elder people in the community. The survey looked at the company’s operation in the four leisure centers in the South Warwickshire areas. The areas are very similar in size and provision. They both have swimming pools, squash courts and squash courts. The survey was conducted as part of the normal business practice for the organisation, the survey which was done in the area was meant to collect information regarding the views of users of that facility. Data was later collected from the center for a period of seven days. The survey was done by students from a local university and it involved approaching people who entered the center. There were also personal interviews which were conducted for a period of five minutes each. The total number of questionnaires that were answered was 740, they were then analysed using the SPSS data analysis program[Rob13]. The main objective of the survey was to measure the satisfaction levels of customer visiting the recreational areas. After the survey, it is anticipated that the institution will be in a better place to provide the right services to the people of the town and also be able to improve on areas that need improvement. 1.0 Introduction This marketing survey was conducted in order to identify the customer satisfaction levels for people visiting the South Warwickshire Leisure Service, the leisure service center is provided by the non- profit organisation ranging from recreation, health and fitness and sporting activities to the local communities. The report is thus important as it summarises the results of the survey conducted on the customers in order to gain an overview of their customer satisfaction with the organisation. The survey will be used by the marketing manager in order to improve on their services as part of normal business practices and distribute to strategic planners and designers of the recreation and other welfare facility as provided by be organisation[Gar14]. 2.0 Statement of Aim Customer satisfaction is the main reason people are in business, it is important for organisation to conduct such surveys from time to time in order to realize whether they are moving in the right strategic direction or not. For this reason customer satisfaction survey was conducted among the communities of the town in order in improve on the services provided. 3.0 Objectives Main objective of the report was to find the satisfaction level of the services being offered by the South Warwickshire Leisure Service (SWLS), this includes on areas such as activities charge fee, quality of food and drink, overall friendliness of staff, coaching instruction, overall value for money among other objectives. 4.0 Data Analysis, Descriptive statistics on satisfaction levels The kind of approach that a research decides to choose will depend on a number of issues such as the nature of the study, the subject and the aims of the study. In his survey, the research had options to adopt the quantitative and qualitative research methodology, or a combination of the two. These two approaches were used by the research. The researcher also used close and open ended questions, which were prepared by the researcher so as to ensure all the participants provide as much information as possible and as much details as they can about the services in their own words. With regard to any survey, a quantitative approach will be useful, especially in situations where there was need for the researcher to identify patterns of analysis of factors that are based on the correlation and structures. The researcher also intended to use closed ended questions in order to allow for flexibility in the way people responded so as to identify patterns which existed with regard to customer satisfaction of the services provided[Ann10]. 5.0 Data Interpretation on satisfaction levels 5.1 Activities and Charge Fees The first part of the survey questionnaire investigated if customers were satisfied with activities and charge fee. I was discovered that most customers preferred using a club card, with 87% saying yes and 13% responding with a no. When asked about the number of time times that the clients have visited the center to take part in the centre’s activities. 55% indicated that they had visited the center in the past 7days while 45% indicated that they had visited the centre in the past 14 days including the survey date. In line with this, the researcher also seeked to know whether visitors had used leisure center in the past month and 65% indicated that they had while 45% indicated that they had not. 5.2 Range of Activities available The researcher also asked the kind of activities that they had taken part in the center and a greater percentage at 35% had indicated adult swimming, followed by gym, fitness lessons, badminton, and football. On 5% of the respondents said that they were spectators. This also revealed that most of the customers visiting the center where not visitors and actually took part in the main activity as a individuals and club members. The next part of the questionnaire wanted to find out how satisfied or dissatisfied they were with the nature of the activities that they found at the center. At this, the questionnaire provided several options which the respondent would choose one as follows. 5.3 Quality of Food and drink The next question in part two of the questionnaire seeked to know whether respondents where satisfied or dissatisfied with the quality of food and drink, that were available at the center. 35% were very satisfied, 30% were fairly satisfied, 10% were neither satisfied, 15% were fairly dissatisfied, 5% were very dissatisfied and 5% Not applicable. Table Below: Showing the quality of facilities at the leisure center According to the above data, it seems that most of the respondents are satisfied with the quality of facilities that are available at the leisure store, this is because more than 50% were either very satisfied or satisfied. The quality of facilities was looked in terms of the flooring of the sports hall, lighting of the sports hall, quality of the gym décor, swimming pool, the number of people allowed in the pool, the water temperature and safety and securing of the car parking facilities. With most respondents satisfied with these services, it meant that he leisure center will have to invest little in the buying facilities at the center[Rob13]. 5.4 Overall Friendliness of staff The next questions was about the condition of the leisure center staff, where the survey wanted to find whether respondents were satisfied on various issues that involved staff. Table Below: Showing Staff at the Leisure center According at the above results, it reveals that most of the respondents were very satisfied with the nature of staff working at the leisure center. it seems that most of the staff at the center where good at providing hospitality to the visitors. This means that they are helpful at the reception and also in other departments of the leisure center. there results also reveal that there was proper coaching and standard of coaching was also well recommended by the visitors at the center who respondent to the questionnaire. 5.5Availability of Coaching The other question was directed towards the availability of coaching. The researcher also inquired about the availability of equipment available for those visiting the center. , 35% were very satisfied, 30% were fairly satisfied, 10% were neither satisfied, 15% were fairly dissatisfied, 5% were very dissatisfied and 5% Not applicable. Chart below showing availability at the leisure center From the above chart, it can be revealed that most of the respondents though services where readily available at the center, the center was also convenient for people who drove to the center with the private vehicles. This makes the center a better place for both family and ordinary visitors, to add on the above results, it was revealed that and beverage was available as a great number of respondents were very satisfied. 5.6Overall Value for Money Lastly the survey also wanted to find out whether visitors were satisfied or dissatisfied with the center with regard to the amount of money they paid at the center. 30% were very satisfied, 30% were fairly satisfied, 10% were neither satisfied, 20% were fairly dissatisfied, 10% were very dissatisfied and 0% Not applicable. Table Below: Showing Value for Money According to the above graph, it reveals that most of the visitors at the center were satisfied with the amount of money charged per activity. This means that they felt value for the money that was spent on different parts of the center. value for money was also assessed in terms of money spent on activities, food / drink and money overall. 5.8 Age of Respondents The last question seeked to know about the age or respondents; According to the results of the question, most visitors at the center were of the adult age 16-25 at 45% of the total number of respondents followed by 26-45 at 25% of the total respondents. This shows that people who enjoyed the leisure activities were people of the youthful age, meaning that the center was a well recognised social center in the community, this depicted in the table below. Sources Rob13: , (Yin, 2013), Gar14: , (Armstrong & Kotler, 2014), Ann10: , (Bealle, 2010), Read More