1. INVESTIGATION OF HOW IMPROVEMENTS CAN BE MADE TO SERVICE QUALITY AT THE
References
Getz, D., O’Neill, M., Carlsen, J. (1999) ‘Evaluation of service quality: the 1998 Coca-Cola Masters Surfing event at Margaret River, Western
Australia’. MCB University press: Managing Service Quality 9(3) pp. 158-166.
Bitgood, S (2006) ‘An Analysis of Visitor Circulation: Movement Patterns and the General Value Principle’, Curator: The Museum Journal,
49(4), pp. 463-475.
Getz, D. (2013)., ’Event Studies: Theory research and policy for planned events’ [online]. Routledge. Available from:<http://0-
www.myilibrary.com.emu.londonmet.ac.uk?ID=463240> 21 November 2014
Poulsson, S & Kale, S (2004) ‘The Experience Economy and Commercial Experiences’ Marketing Review, 4(3) pp. 267- 277, [online]. Available
from: http://0-search.ebscohost.com.emu.londonmet.ac.uk/login.aspx?direct=true&db=bth&AN=16669130&site=ehost-live> 19 November
2014.
Fox, D., Gouthro, M. B., Morakabati, Y. & Brackstone, J. (2014) ‘Doing Events Research: From theory to practice’. Routhledge
Introduction
Focus: Visitor experience and Event design.
• Perceived level of service quality is linked to
levels of customer satisfaction (Getz, D. et al. p.
158, 1999)
• Herzberg’s dual-factor theory. Lack of fulfilment
of a single “dissatisfier” i.e. essential services,
may have disproportionate, negative effects on
visitor overall satisfaction, despite “satisfiers”
e.g. the content/program, being excellently
delivered (Getz, D. p, 256, 2013).
• General value principle (Bitgood, S. 2006). Costs
e.g. effort and energy vs. benefits e.g. face to
face interactions with professionals and
exhibitors.
• Commercial Experience (Poulsson & Kale 2004)
Research aim: To investigate how
improvements can be made to service quality at the
Language Show Live, to enhance attendee overall
satisfaction with experience and encourage repeat
visitation.
Objectives
• Evaluate the design of event and use of floor space
in the venue.
• Asses essential services that are available as
subjects for this observation; the availability of
food and beverages and comfort.
• Evaluate areas for resting and interacting
informally e.g. between seminars and meetings.
• To make recommendations.
Conclusions
More than one observer would have been needed for higher
validity and reliability of observation (Fox. D et. Al. 2014). The
results are based on just three hours of observation of just one of
three days. How busy observed areas were, and how many visitors
were seated on floor at any given time may have been different
the following days.
If this research is to be repeated, a more structured approach
to observation with multiple observers may further increase
validity and reliability.
The Language Show Live provides the highest of quality in
program, content and exhibitors. However, visitor experience
analysed with Herzberg’s dual-factor theory and Getz’s (2013)
interpretation of it applied to events, shows that improvements in
the essential services (dissatisfiers) area could be made. Essential
services do not satisfy on their own, but can if provided in a
pleasing manner make the overall memory and perception of an
experience more pleasant (Getz, D. p. 256, 2013). If applying the
general value principle (Bitgood 2006), the costs of visiting LSL may
be decreased and benefits perceived more appealing.
Recommendations:
Create beneficial circumstances for networking informally (or
formally) though providing areas for leisure with e.g. sofas or high
tables. Improve the food area. Possibly provide an additional food
area/ cafe. Possibly a cafe with simple dishes/ snacks inspired by
some of the cultures represented at LSL.
Primary languages hub and language professionals lounge might be
smaller and remaining space could possibly be used for all visitors.
Method
Unstructured naturalistic observation, and
participant observation (Fox. D et. al. 2014)
Observation was carried out the 1st day of the
event Friday 17th of October, between 2 pm
and 5 pm.
Result/ findings
• Logical, high quality design of
exhibition and seminar areas.
• Visitors of all ages were seated
on the floor.
• Large areas of empty floor
space.
• The public food area was
overcrowded, long queue.
• Insufficient seating.
• Primary languages hub and
Language professionals
networking area were nearly
empty during the three hours
of the observation.
Leah Trolin Petren, Events Management BA. ID 12043334
leah.trolin.petren@gmail.com