Southwestern University: The Popularity Of Southwestern Univ

Southwestern University Cthe Popularity Of Southwestern University

Southwestern University: (C) * The popularity of Southwestern University’s football program under its new coach Phil Flamm surged in each of the 5 years since his arrival at the Stephenville, Texas, college. (See Southwestern University: (A) in Chapter 3 and (B) in Chapter 4 .) With a football stadium close to maxing out at 54,000 seats and a vocal coach pushing for a new stadium, SWU president Joel Wisner faced some difficult decisions. After a phenomenal upset victory over its archrival, the University of Texas, at the homecoming game in the fall, Dr. Wisner was not as happy as one would think. Instead of ecstatic alumni, students, and faculty, all Wisner heard were complaints. “The lines at the concession stands were too long”; “Parking was harder to find and farther away than in the old days” (that is, before the team won regularly); “Seats weren’t comfortable”; “Traffic was backed up halfway to Dallas”; and on and on.

“A college president just can’t win,” muttered Wisner to himself. At his staff meeting the following Monday, Wisner turned to his VP of administration, Leslie Gardner. “I wish you would take care of these football complaints, Leslie,” he said. “See what the real problems are and let me know how you’ve resolved them.” When she returned to her office, Gardner pulled out the file her assistant had compiled (see Table 6.6 ). “There’s a lot of information here,” she thought.

Fan Satisfaction Survey Results (N=250)

Open-Ended Comments on Survey Cards:

• Parking a mess
• Add a skybox
• Get better cheerleaders
• Double the parking attendants
• Everything is okay
• Too crowded
• Seats too narrow
• Great food
• Phil Flamm for President!
• 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 band
• Great! More hot dog stands
• Seats are all metal
• Need skyboxes
• Seats stink
• Go SWU!
• Lines are awful
• Seats are uncomfortable
• I will pay more for better view
• Get a new stadium
• Student dress code needed
• I want cushioned seats
• Not enough handicap spots in lot
• Well done, SWU
• Put in bigger seats
• Friendly ushers
• Need better seats
• Expand parking lots
• Hate the bleacher seats
• Hot dogs cold
• $3 for a coffee? No way!
• Get some skyboxes
• 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 bench seats
• Cold coffee served at game
• My company will buy a skybox—build it!
• Programs overpriced
• Want softer seats
• Beat those Longhorns!
• I’ll pay for a skybox
• Seats too small
• Band was terrific
• Love Phil Flamm
• Everything is great
• Build new stadium
• Move games to Dallas
• No complaints
• Dirty bathroom

Discussion Questions

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?

Paper For Above instruction

The case study of Southwestern University underscores the complex dynamics of managing a popular college football program amid rising stadium capacity and fluctuating fan satisfaction. The analysis of the survey data and the associated issues demonstrates the importance of applying quality management tools to interpret customer feedback and guide decision-making effectively. This paper employs two distinct quality tools—the Pareto analysis and the Fishbone diagram—to analyze the survey results, identify key problem areas, and recommend strategic improvements for the university’s athletic department.

Application of Quality Tools

First, the Pareto analysis, also known as the 80/20 rule, helps identify the most significant factors impacting fan satisfaction. From the open-ended responses, parking and seating emerge as recurring themes that have the largest number of complaints. For instance, many respondents explicitly mention parking issues, with comments such as “Parking a mess,” “Hate the bleacher seats,” and “Not enough handicap spots in lot,” indicating that parking problems are a major source of dissatisfaction. Similarly, seating comfort, with comments like “Seats are like rocks,” “Seats are too narrow,” and “Seats stink,” suggests that seating quality significantly influences fan experience. The Pareto chart would show that addressing parking and seating concerns could resolve approximately 80% of the dissatisfaction reported.

Second, the Fishbone diagram (or Ishikawa diagram) is employed to explore root causes behind these problems systematically. The major categories would include facilities (stadium condition, seating, parking lots), management (traffic control, crowd management), service quality (concessions, ticketing), and amenities (restrooms, lighting). Under facilities, the “stadium is ancient,” and “Seats are like rocks” indicate aging infrastructure and inadequate seating. Traffic issues raised in comments like “Traffic was backed up halfway to Dallas” and “Not enough cops for traffic” point to traffic management failures. Concessions comments, such as “Hot dogs cold” and “Prices,” reveal service quality lapses. The Fishbone diagram visually clarifies that infrastructure aging, poor traffic management, and service inconsistencies collectively contribute to fan dissatisfaction.

Conclusions from the Analysis

By applying the Pareto analysis, it becomes evident that strategic focus should be given to improving parking facilities and seating comfort to significantly enhance fan experiences. Implementing targeted improvements like expanding parking lots, introducing shaded and cushioned seats, and increasing parking attendants could address these dominant dissatisfaction factors. The Fishbone analysis highlights that underlying causes such as aging infrastructure, insufficient traffic management personnel, and subpar concessions need to be systematically addressed. Upgrading stadium facilities, hiring additional traffic officers, and renegotiating concession contracts could help elevate overall satisfaction levels.

Enhancements for the Survey’s Utility

The survey could have been more useful through several refinements. First, incorporating quantitative rating scales for specific issues—such as parking, seating, concessions, and traffic—would provide measurable data to track improvements over time. Second, adding demographic data like age, frequent attendance, and group size could enable segmentation of feedback, making targeted interventions more effective. Third, employing follow-up questions to gauge the importance of each aspect on overall satisfaction could help prioritize resource allocation. Finally, ensuring anonymity and encouraging honest feedback may reduce bias and increase response accuracy.

Next Steps for the University

The next step involves translating these insights into actionable strategies. Prioritizing infrastructure upgrades—such as expanding parking, replacing or refurbishing seats, and renovating aging facilities—will be essential. Establishing a continuous feedback mechanism, perhaps through digital surveys or post-game interviews, can monitor progress and adjust strategies. Additionally, engaging fans and stakeholders in planning stadium enhancements fosters a sense of ownership and loyalty. Assigning responsibility to dedicated teams for parking management, stadium maintenance, and concession services ensures sustained focus on these critical areas. Moreover, implementing pilot projects to test specific improvements, such as new seating prototypes or enhanced traffic flow plans, can yield valuable lessons before full-scale deployment. Ultimately, aligning facility improvements with fan expectations will sustain and grow Southwestern University’s football program's popularity, ensuring long-term success.

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