Date of Publication

Spring 2012

Document Type

Undergraduate Project

Professor's Name

Emily Dane-Staples


Service quality can be defined as striving to make every interaction with a consumer a quality encounter, and has steadily become an important facet of the experience of attending a live sporting event. While many studies have been done to examine how consumers determine quality of service, little research has focused on college aged students. This study was done using Michael Brady’s hierarchical framework of service quality determinants applied to college students age 18-24. Results indicated that determinants of service quality change as college students grow older, it identified that interaction quality was the primary determinant for this age group, specifically attitudes and behaviors. How employees interact with this age group will be used as a primary determinant of service quality.