The economics of professional sports in the 1990s, coupled with increased competition for the entertainment dollar, reinforce the need to constantly strive for improvements in service. Inability to control the core product in sport, a severe obstacle not faced by other industries. Serves to further heighten the need to provide high-quality service within this context. Since winning in professional sports is cyclical by nature, service quality is one area under a sport marketer’s control that can be utilized to gain a competitive advantage.