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This research study developed an instrument that would serve as an important part  of  a  quality  improvement  program  for  sport  centers.  The  developed instrument may be used on an ongoing basis to identify  the kinds of services customers want, the level of service they desire, and specific  areas requiring managerial  attention. An analysis of survey  data  from  sport  center  users in Korea  shows  33  important  customer  needs  that  can  he  classified  into  11 distinct dimensions. Using the QUESC instrument, this study found that the performance  of  Korean  sport  centers  is  lagging  behind  user  expectations. Although data was obtained firom Korean sport centers, the approach of this study and most of  its findings may be applied  to the North American  sport center market  as well.
Etelivery of high quality service is a strategy often  employed  by organiza- tions attempting to increase their competitiveness. Thus, many service organiza- tions have instituted quality control and improvement programs in the past decade. Nevertheless,  most  service  organizations  are  still  not  performing  to  expected standards  (Koepp,  1987). An organization that wants to fulfill  its potential as a service provider should consider issues of quality and strive to improve its efforts in light of customer expectations.
This study focused  on the development  of service quality  in Korean sport centers. Over the past  several  decades, sport  centers  in the  Republic  of  Korea have experieticed explosive growth, coinciding with the emergence of the "sport for  all"  movement  focusing  on  recreation  and  wellness. Due  to  the  incredible growth in the popularity of sport among the Korean population, the detnand  for sport  centers  has  exceeded  supply.  TTius, most  Korean  sport  centers  have  not been worried  about competing for customers, as is reflected  in their  "take  it or leave it"  attitude. In tum, managers have not worried about the quality  of their services. Competition  for  customers  is imminent,  however,  and will  ultimately force  spMjrt centers to improve the quality  of their services.

Review of the  Literature

According to Kotler {1991, p. 455), a service is any act or performance one party can  offer  to  another  that  is  essentially  intangible  and  does  not  result  in  the ownership of anything. Sport centers engage in a business that is primarily based on the provision  of  services. The services that are offered  are parallel  in many respects to those offered  in other  industries, and therefore,  research  performed on service quality in general is the proper place to start in building an instrument that assesses a sport center's  service quaUty.

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