Russell & Jamieson chapter Programming Principles 3

Programming principles, or axioms, ensure successful delivery of programmed leisure experiences.

Quality Service Excellence is made up of three kinds of quality: product quality, functional quality, and image quality. –Product quality is measured by customers’ opinions. –Functional quality involves cost analysis and evaluation. –Image quality is the reflection of the organization. (continued)

Quality Service (continued) Quality requires solid planning and measurement of performance. Quality is improved through the following: –Being innovative –Constantly seeking better ways –Having future orientation –Paying attention to detail –Assuming personal responsibility for quality

Customer Service External customers Internal customers Recognition of customer expectations –Value for the money –Experience as described –A means for complaining –Feeling of appreciation –Advocacy

Value for the Money Participants have the expectation of a certain level of worth. Different customers may perceive the same experience differently from each other.

Experience as Described Participants expect what was promised. Programmers must deliver the services described in marketing materials.

A Means for Complaining Establishing procedures for complaints serves program participants. Handling customer complaints means paying attention to the complaints.

Feeling of Appreciation Each participant, every time, must be offered the same enthusiasm and intensity. All customers are special.... treat them that way!

Advocacy Programmers should be proactive advocates for customers, clients, or participants. This means serving their needs when participants are not being treated adequately.

Customer Satisfaction There are three levels of satisfaction. –Negative disconfirmation: service was worse than expected. –Positive disconfirmation: service was better than expected. –Simple disconfirmation: service was as expected. (continued)

Customer Satisfaction (continued) Customer satisfaction depends on perceptions of achieving expectations. Expectations come from the following: –Word of mouth –Personal needs –External communications –Past experience (continued)

Customer Satisfaction (continued) Perceptions are formed throughout the programming process. Managing perceptions is challenging because perceptions can be influenced by such factors as participant’s mood, health, or personality. Dissatisfaction occurs when customer perceptions do not meet expectations. Professionally prepared programs go a long way toward decreasing the likelihood of dissatisfaction.

Diversity Recreation programs are for everyone. Programmers must be proactive in serving all populations effectively.

Public Good Leisure programs contribute directly to quality of life. Professional leisure programmers must be dedicated to the broader social service reach of their efforts.

Environmental Compatibility Development of an “ethic” may mean adjustments, or “conserver leisure.” The program helps the environment remain healthy over time. The experience enriches appreciation of the environment. The program improves the environment.

Efficiency Efficiency involves producing results though economic use of talent, energy, time, and resources. Programs that are not efficient should no longer be offered.

Continuous Improvement Continuous improvement lies at the heart of all successful programs. Change is inevitable!

Successful Change Relative advantage –Perceived superiority of the change compared with status quo Compatibility –Suggests there must be a fit between the change and the existing situation Complexity –How well the change can be understood Trialability –Trying out the change gradually Observability –Visibility of the results of change