How to Bridge the Service Quality Gap in Sponsorship

Discussion started by Sophie Morris , on Wednesday, 05 April 2017 16:19

We recently gave a lecture at Loughborough University London on Service Quality in Sponsorship. Speaking to MSc Sports Business students, we shared our experience of poor service quality and applied the Service Quality Gap Model to sponsorship. We’re now sharing that analysis in our latest paper.


The service quality provided by rights owners is a frequent complaint by sponsors. Often a reason for not renewing sponsorship contracts is down to the service provided by the rights owner i.e. lack of adequate communication, assistance and reporting, not due to the ability of the sponsorship to deliver on objectives.


If you understand the Service Quality Gap model and the dimensions by which customers judge service quality, you stand the best chance of having fully satisfied sponsors and therefore higher retention rates.


There are 5 Service Quality Gaps:

  • Knowledge

  • Design

  • Performance

  • Communication

  • Expected v Perceived Service


and 5 dimensions by which these gaps are assessed:

  • Reliability

  • Responsiveness

  • Assurance

  • Empathy

  • Tangibles


This model applies throughout the sponsorship process of strategy and proposition design, sales, delivery, measurement and relationship management.


In our latest paper we look at each gap in turn, assess which dimensions apply to each gap and identify how rights owners can reduce and remove the gap to ensure sponsor satisfaction.


Download the Service Quality in Sponsorship paper here (no email address needed)

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