Based on the responses, 75% of the respondents stated a mobile application for The Rink will be useful. A mobile application could be a channel to foster relationships with consumers by offering them added value through loyalty programs. It could also be a tool to gain immediate customer feedback to consistently improve on services provided. It will create a feedback loop to ensure that the marketing or service message resonates with the intended target consumers. And a mobile application unlike a human, will not subject to mood swings and poor communication skills, it would cater to the needs of the customers. The business could get insights from analytics. It brings predictive capabilities to all functions so that all channels can be aligned around customer needs and preferences (Berman, 2012).
Rebranding a mascot for The Rink could build a stronger connection to consumers and create lasting memories of the brand. An individual might hesitate to be a fan of a product or service, but it is easier for them to be a fan of objects, such the brand mascot. Being a fan of the brand, the business could gain benefits from the customers, such as gaining loyalty from the customers (Pairoa & Arunrangsiwed, 2016). The Rink could organize a mascot designing competition to build engagement with the public more effectively and relaunch its mascot to garner more public presence.
The Rink serves as a greater opportunity for the community to play sports on ice. The variety of themed events organised continually reflects the consistent effort to garner more public presence. Evolving to stay relevant in this day and age is crucial for the business. Through a mobile application, The Rink could transform its operations using digital technologies for greater customer interaction and increased visibility. Subsequently, a brand mascot can be an ageless brand representative that helps target audience develop a closer relationship. Furthermore, the upkeep and pristine customer service based on the responses will lead to an increase in business and create a strong brand. However, the meaning of quality is a relative concept and can vary at different circumstances, it is important to reanalyse the meaning of service quality in relation to the recreational sport industry (Ko & Pastore, 2004). Any advantage can be copied and be made obsolete. It is smart to constantly experiment and consistently create temporary competitive advantages to remain at the top.