Analysing Service Quality: The Case of a US Military Club

The literature is scant in the area of services affecting internal customers at military bases. As a response, a research investigation was undertaken to help fill this gap and help provide practical solutions for improving service provision at this particular overseas military base's recreational club. Over recent years, many US military service clubs have experienced decline in terms of financial performance. Research was undertaken to address this problem at this US service club, located in northern England. The aim of the investigation was to provide insights for enhancing service quality in terms of the club's overall delivery and provision. The SERVQUAL instrument, introduced by Parasuraman et al. (1988), was tailored for the study. The technique has been widely documented as an approach for measuring service quality, via comparing customers' expectations against their perceptions on five service attributes. Initial findings from the investigation indicate that the club is falling short on satisfying the requirements of its members on all five service-dimensions presented under the guise of the framework.