Assistant Prof.,
Competitiveness and search for profits have called for greater attention to customer's satisfaction and increased researcher's interest on the topic of service quality. In this context, this study applies SERVQUAL for assessing service quality in Zarqa University Sport Center. The main objective is to identify which quality dimension is most important to customers of ZUSC in addition to assess quality service dimensions that are delivered through the perspectives of managers and customers. A questionnaire was developed based on the service quality dimensions and sent to the customers for gathering data (with a 67% of response rate), from which results were analyzed. The results show that the respondent's evaluation is moderate for all the statements of actual services quality measures dimensions in the sport center. Results also indicate a significant statistical difference between dimensions of actual service quality provided by the sport center, and dimensions of expected service quality. Based on the results, the paper concludes that the sport center should bridge the gaps in order to raise the service quality, and suggests key elements for such task.
