MKTG1053 Service Quality: Australian Grand Prix Audit & Russel Model

This report provides an executive summary of a service quality audit conducted on the Australian Grand Prix Ltd (AGPL) using the Russel Affective Model. The audit focuses on physical evidence and experiential outcomes based on customer feedback. Key findings reveal significant issues with the venue's environment, including poor seating, inadequate food, overcrowding, obstructed views, excessive noise, and insufficient shade and air conditioning. These issues lead to negative emotional responses from attendees, such as frustration, anger, and boredom. The report recommends improvements in seating arrangements, shade availability, air conditioning, strategically placed large TV screens with functional sound, and overall venue organization to enhance the attendee experience and shift customer experiences towards more positive emotional states, as indicated by the Russel Affective Model. Ultimately, AGPL needs to address these deficiencies to improve customer satisfaction and service quality.

SERVICE QUALITY- AGPL

Executive Summary
Using Russel Model Affect, the evaluation found many problems with physical evidence, including
inability to get a good view of events, small TV screens to follow proceedings, sound not working,
congested areas, too much noise, bad and inadequate food, lack of air conditioning despite the high
temperatures and humidity, and poor seating. As well, there were several complaints of lack of
shade. AGPL needs to improve on facilities as it makes attendees frustrated, distressed, miserable,
angry, depressed, bored, and sad, based on the Russel Affective Model. Recommendations include
less crowding, having better seats, availability of shade, air conditioning, and placing large TV
screens strategically with working sound to enable attendees enjoy the events more.

Background and Audit Summary
This audit is done using the Russel Model Affect which is used for modeling the nature of services,
which are experiential; because services are not goods one can carry home, they are gaged based on
experiences to gauge and improve consumer behavior. This paper uses the model to evaluate the
experiential outcomes, based on customer feedback, on their experiences attending the Australian
Grand Prix with a focus on physical evidence, in order to improve the service delivery by the
Australian Grand Prix Ltd (AGPL).
Audit Findings (Physical Evidence)
Some sections were not covered and so guests were rained on
The mesh was too thick, obstructing view
Speakers not working so attendees could not follow proceedings
Having to stand all day due to lack of seats, despite paying $ 3,000
Chican upper service very poor as upstairs Grand Prix suite was between two corporate only areas
that restricted view and there was too much noise (band playing all weekend) one could not hear
themselves talk. Public viewing area had just a quartet stools for all attendees
Restaurant had oversold tickets, too crowded, noisy, poor view of events and very small TV’s such
that one could not follow race progress.
Bad seats/ uncomfortable
Entertainment poor, too crowded and too busy to even enjoy the races
Less food, very little food for vegetarians (one only had two flimsy meals a day), toilets inadequate
Bad food in the general area
Uncomfortable in the corporate area with no air conditioning (high temperature and humidity)
Limited areas for shade in stifling heat and sun
Pit wall plastic reflection obscured view of the pit lanes
Some unable to view races or the screen because of obstruction and bad seating arrangement
Audit Findings (Summary and Conclusion)
There are serious problems with the environment at AGPL; it is not conducive for enjoyment as
shown from the audit. There are poor seats, limited seats, bad food or little food in some places, few
toilets, overcrowding and poor view of events by some spectators. Some supposedly better areas
were very noisy and shading is poor. AGPL can do a lot better in organizing the venue in terms of
food adequacy, quality, and importantly viewing from most locations; the Russel Affective Model
below shows most experiences are in the left quadrant (Red and Orange) and efforts are needed to
bring experiences to the right side (Blue).