1. Application of the Revised SQAS in the Recreation Setting Eddie T. C. Lam and Brett Bracey, Department of Health & Human Performance, Cleveland State University Demetrius W. Pearson, Department of Health & Human Performance, University of Houston AAHPERD National Convention & Exposition, April 1-5, 2014, St. Louis, Missouri Introduction The keen competition among the recreation centers clubs is becoming obvious in major metropolitan cities. As a result, each entity has to gather data on certain selected criteria to push forth a stronger and seemingly more innovative product to ensure customer satisfaction, loyalty, and profitability (Hallowell, 1996). These organizations must develop sound operating and management processes to achieve higher level of service quality (Lam, Zhang, & Jensen, 2005).Purpose The purpose of this study was to examine the service quality of a recreation center in a metropolitan city located in the Midwestern Region of the United States.Method The Service Quality Assessment Scale (SQAS; Lam et al., 2005) was developed for health- fitness clubs, but it was modified to assess service quality in a recreation setting. The revised 34-item scale had five dimensions and item responses were based on a 5-point Likert scale (e.g., 1 = strongly disagree, 3 = neutral, and 5 = strongly agree). This study also included such demographic variables as gender, age, marital status, income level, and ethnicity. Results A total of 100 useable questionnaires were included for data analysis. Results of the exploratory factor analysis (EFA) indicated that five items were either loaded less than.40 or cross-loaded on more than one factor and they were eliminated. The final revised SQAS included five dimensions: staff (9 items), program (7 items), locker room (5 items), physical facility (4 items), and workout facility (4 items). Cronbach’s alphas of these factors were.92,.94,.96,.79, and.83, respectively. Results of one-way ANOVAs indicated there were significant (p.05) gender differences were found in the perception of staff, program, and workout facility. Likewise, no significant (p >.05) differences were found in all the dimensions of the revised SQAS among different age groups.  IIIIIIIVV I. Perceptions of Staff0.92 1. Possession of required knowledge skills0.81 2. Neatness and dress0.68 3. Willingness to help0.83 4. Patience0.71 5. Communication with members0.80 6. Responsiveness to complaints0.65 7. Courtesy0.60 8. Individualized attention from instructors0.80 9. Provision of consistency of service0.83 II. Perceptions of Program.94 1. Variety of programs0.88 2. Availability of programs at appropriate level0.80 3. Convenience of program time/schedule0.81 4. Quality/Content of programs0.75 5. Appropriateness of class size0.71 6. Background music (if any)0.83 7. Adequacy of space0.87 III. Perceptions of Locker Rooms.96 1. Availability of lockers0.91 2. Overall maintenance0.94 3. Shower cleanliness0.92 4. Accessibility0.86 5. Safety0.75 IV. Perceptions of Physical Facility.79 1. Availability of parking0.77 2. Accessibility to building0.67 3. Parking lot safety0.55 4. Temperature control0.64 V. Perceptions of Workout Facility.83 1. Pleasantness of environment0.57 2. Modern-looking equipment0.71 3. Variety of equipment0.80 4. Availability of workout facility/equipment0.40 5. Overall maintenance of equipment 0.63 Conclusion In summary, members were satisfied with the overall service quality, facilities, equipment, and staff offered by the Recreation Center. Since female members had higher expectations in locker room and physical facility, the management should pay more attention to the female locker room (e.g., design, upgrade, amenities) and overall ambience of the recreation center (e.g., color and décor, open concept). The perceptions of the workout facility implicated this would be the major attraction to the facility that management must continue to improve upon and maintain a high standard of service to keep membership revenue up. Reference Lam, E. T. C., Zhang, J. J., & Jensen, B. E. (2005). Service Quality Assessment Scale: An instrument for evaluating service quality of health-fitness clubs. Measurement in Physical Education and Exercise Science, 9(2), 79-111. Pattern Matrix of the Revised 5-Factor SQAS (N = 100)