Bamford, David and Dehe, Benjamin (2013) Servicescape in Sports: levels of fan satisfaction in a UK Rugby League club. In: In 20th International Annual European Operations Management Association (EurOMA), 9-12 June2013, Dublin , Ireland. (Unpublished)

A professional Rugby League club, well established in the UK Championship, sought to
place the fans at the centre of the club’s on-going operational and business strategy. The
club directors wanted to increase the home game attendance to sustain the club in the
longer run. They needed to understand the club fan base and to use this evidence to
improve the home game attendance figures. A survey was designed for the fans
(N=511) to express their expectations in order to improve the service quality. This
research has contributed to informing and shaping the future operations strategy of the

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