The purpose of this paper is to examine and identify operations and quality issues within secondary services of the National Football League and to provide practical recommendations how to operational and quality performance can be improved. This exploratory conceptual paper is based on the synthesis of academic sources stating that sporting operations managers should focus their attention on secondary services as those are within managerial control while the professional game as the core service is not. Exploring ticket pricing strategies, parking operations and concessions’ service quality, the findings indicate that continuous tracking of customer satisfaction and perception is needed to observe if introduced measures are effective and where areas for improvement are.
Table of Contents
1. Introduction
2. Ticket prices
2.1 Issue
2.2 Recommendation
3. Parking
3.1 Issue
3.2 Recommendation
4. Concessions
4.1 Issue
4.2 Recommendation
5. Conclusion
Research Objectives and Key Themes
The objective of this paper is to examine and identify operational and quality issues within the secondary services of the National Football League to provide practical recommendations for performance improvement. By analyzing areas under managerial control, such as ticket pricing, parking, and concessions, the paper seeks to enhance the overall customer experience and game day satisfaction.
- Strategic ticket pricing and demand management.
- Optimization of parking operations and traffic flow.
- Service quality assessment at concession stands.
- Application of operations management theories (e.g., SERVQUAL, FMEA, Kaizen).
- Continuous tracking of customer satisfaction for performance evaluation.
Excerpt from the Book
2.2 Recommendation
Price alteration can be used as a demand management tool to regulate demand to match the existing capacity. During phases of low demand, price reductions can be applied to propel the demand level. On the other hand, as soon as demand is higher than the capacity limit, prices could be amplified (Greasley 2006). The effectiveness of setting the price for tickets will determine the revenue and, thus, is important for the overall operation of the National Football League (O’Toole 2011). A more proactive method for pricing is yield management.
Yield management is a pricing strategy that was originally developed by the airline industry. Its major aim is to maximise customer revenue in service-oriented companies and is mainly fitting for organisations that are operating with fairly fixed capacity and when it is possible to divide the market into different categories of target segments (Greasley 2006). Such revenue management is a practice which aims at maximising net revenue through the predicted distribution of available capacity to predetermined target groups at ideal price. This method emphasises the importance to sell the right experience to the right individual at the appropriate price to improve revenue (Yeoman et al. 2004).
Summary of Chapters
1. Introduction: Outlines the scope of the paper, focusing on secondary services of the NFL that are under managerial control, such as ticketing, parking, and concessions.
2. Ticket prices: Analyzes the revenue importance of ticketing and proposes yield management as a proactive strategy to counter declining attendance.
3. Parking: Evaluates the operational challenges of stadium parking and suggests "speed parking" and pre-selling strategies to reduce congestion and improve efficiency.
4. Concessions: Uses the SERVQUAL model to identify key quality dimensions for concession stands, recommending a focus on tangibles, responsiveness, and reliability.
5. Conclusion: Summarizes the findings and emphasizes the importance of continuous improvement through the Japanese philosophy of kaizen to enhance organizational performance.
Keywords
National Football League, Operations Management, Quality Management, Ticket Pricing, Yield Management, Parking Operations, Speed Parking, Concessions, Service Quality, SERVQUAL, FMEA, Customer Satisfaction, Kaizen, Event Management, Revenue Management.
Frequently Asked Questions
What is the primary focus of this research?
This paper focuses on the secondary services within the National Football League, specifically ticket pricing, parking operations, and concession service quality, as these areas are under managerial control.
What are the central themes of the work?
The central themes include maximizing revenue through strategic pricing, improving the efficiency of spectator parking, and enhancing customer satisfaction at concession stands through quality management models.
What is the main goal or research question?
The main goal is to identify operational and quality issues within these secondary services and provide practical, theory-based recommendations to improve performance for the National Football League.
Which scientific methods are utilized?
The paper incorporates academic synthesis of operations management theories, including yield management, the SERVQUAL model for service quality measurement, and Failure Mode and Effects Analysis (FMEA).
What topics are covered in the main section?
The main section discusses the current issues and provides recommendations for ticket pricing, the implementation of "speed parking" at the Texas Stadium, and the application of SERVQUAL dimensions to stadium concessions.
How is the paper characterized by its keywords?
The work is characterized by terms related to sports facility operations, service quality metrics, and continuous improvement methodologies like Kaizen.
Why is yield management considered for the NFL?
Yield management is suggested as a proactive pricing strategy to regulate demand, maximize revenue during high-demand periods, and counter the trend of declining game attendance.
What specific parking innovation is discussed in the case study?
The paper discusses "Speed Parking," a method of organizing vehicles in tandem in pre-striped rows to minimize traffic congestion and improve lot safety.
What does the SERVQUAL analysis reveal for concession stands?
The analysis indicates that tangibles, responsiveness, and reliability are the most vital dimensions of customer satisfaction for NFL concessions.
What is the significance of the Kaizen philosophy in this context?
Kaizen is highlighted as a guiding philosophy for the NFL, encouraging the organization to continuously improve its operational and quality performance, even when systems appear to be functioning well.
- Citar trabajo
- Remi Bauer (Autor), 2012, Operations and Quality Issues within the National Football League, Múnich, GRIN Verlag, https://www.grin.com/document/268645
