The popularity of the Fast Creek Lightning hockey team under its new coach, Scotty Beauchamp, has surged in each of the five years since his arrival in town. (See Fast Creek Lightning (A) in Chapter 3 and (B) in Chapter 4.) With an arena close to maxing out at 10 800 seats and a vocal coach pushing for a new facility, Fast Creek Lightning owner Keith MacLennan faced some difficult decisions. After a phenomenal upset victory over its archrival, the Walkerford Wolves, at the Holiday Classic in December, MacLennan was not as happy as one would think. Instead of ecstatic fans, all MacLennan heard were complaints. €œThe lines at the concession stands were too long€; €œParking was harder to find and farther away than in the old days€; €œSeats were shabby€; €œTraffic was backed up halfway to Saskatoon€; and on and on. €œI just can€™t win,€ muttered MacLennan.
At his staff meeting the following Monday, MacLennan turned to his VP of operations, Leslie Gardner. €œI wish you would take on these complaints, Leslie,€ he said. €œSee what the real problems are€”let me know how you€™ve resolved them.€ Gardner wasn€™t surprised at the request. €œI€™ve already got a handle on it, Keith,€ she replied. €œWe€™ve been randomly surveying 50 fans per game for the past 5 games to see what€™s on their minds. It€™s all part of the organ- ization-wide TQM effort. Let me tally things up and I€™ll get back to you in a week.€
When she returned to her office, Gardner pulled out the file her assistant had compiled (see Table 6.6). €œThere€™s a lot of information here,€ she thought.
Fan Satisfaction Survey Results (N = 250)

1. Using at least two different quality tools, analyze the data and present your conclusions.
2. How could the survey have been more useful?
3. What is the next step?

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Overall Grade Game Day A. Parking B. Traffic C. Seating D. Entertainment E. Printed Program A. Pricing B. Season Ticket Plans A. Prices B. Selection of Foods C. Speed of Service 105 85 30 35 34 104 80 116 45 48 115 26 98 16 54 58 24 50 45 160 52 35 10 15 19 30 10 0 Tickets 105 75 16 155 35 15 Concessions 58 0 76 45 48 Respondents 250 Open-Ended Comments on Survey Cards: Parking a mess My company will buy a box-build it! More hot dog stands Put in bigger seats Add a luxury box Seats are all metal Need boxes Seats stink Go Lightning! Lines are awful Seats are uncomfortable I will pay more for better view Get a new arena Friendly ushers Need better seats Expand parking lots Double the parking attendants Everything is okay Too crowded Seats too narrow Great food Scotty B. for prime minister I smelled drugs being smoked Stadium is ancient Seats are like rocks Not enough cops for traffic Game starts too late Hire more traffic cops Need new sound system Great! Hot dogs cold S3 for Get some boxes Love the new uniforms Took an hour to park Coach is terrific More water fountains Better seats Seats not comfy Bigger parking lot I'm too old for these seats Cold coffee served at game Programs overpriced Want softer seats Beat those Wolves! I'll pay for a box Seats too small Music was terrific Love Beauchamp Everything is great Build new arena Move games to Saskatoon No complaints Dirty bathroom a coffee? No way! I want cushioned seats Not enough police Fans too rowdy Parking terrible Toilets weren't clean Not enough handicap spots in lot Well done