Social marketing at service of quality management. The case of Nautic Public Service in the Generalitat of Valencia

José Javier Mundina Gómez

Ferran Calabuig Moreno

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Cite this article

Mundina Gómez, J. J., & Calabuig Moreno, F. (1999). Social marketing at service of quality management. The case of Nautic Public Service in the Generalitat of Valencia. Apunts. Educación Física y Deportes, 57 77-83.

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Abstract

In the present paper, we deal with sport management in public services, concretely in a School of Sailing, from the marketing perspective, and more specifically from the sport social marketing. We analyse sport public services providing some strategies and tools to improve it. We understand that management in sport public services should be based on quality of service. First we will present a brief approach to the conception of quality. Moreover, we show the dimensions used to measure the School of Sailing’s service. Finally we provide some variables that can improve the management of services in public institutions.

ISSN: 1577-4015

Published: July 01, 1999