Customer satisfaction with sports services: a fuzzy logic approach

Abstract

This study focuses on measuring customer satisfaction within the context of sports services by using a novel approach in sport psychology: modelling uncertainty through the application of fuzzy logic. several analytical procedures for dealing with fuzziness have been described in order to verify empirically the extent to which this methodology complements the traditional statistical approach. this study examines the relationships between numerical evaluations of customer satisfaction and the degree of uncertainty linked to these verbal judgements. the proposed approach enriches the information on the attitudes of sport service consumers and overcomes the shortcomings of the “third-person” perspective. In addition, this proposal is robust against two sources of bias: scale coarseness, and interaction between numerical and verbal judgements.