Examination of Golf Resort Service Attributes and Customer Satisfaction: An Application of Importance Performance Analysis

Abstract

Over the past two decades, an overwhelming increase in the popularity and participation of golfers has spurred studies on the importance of customer satisfaction with services received while playing golf. However, few studies have focused on the essential nature of golf resort services and the satisfaction of the golfers. Thus, the present study seeks to examine the relationship between golf resort service attributes and customer satisfaction at a local Golf and Country Club in Selangor. This study was designed to explore the relationship of the services involved in the golf industry and customer satisfaction from the perspective of the customers utilizing the Importance Performance Analysis (IPA) technique. Convenience sampling technique was employed to collect data from 149 golfers visiting a local Golf and Country Club. Self-administered and adapted questionnaires were distributed in the process of data collection. Factor analysis was performed on the collected data, and five underlying factors of the golf resort service attributes were identified, which were named “lodging,” “food,” “environment,” “accessibility” and “activity”. Using Pearson’s correlation analysis, golf resort service attribute was found to possess a significant relationship with customer satisfaction (R = 0.305, p = 0.001). The result of the present study provides important information for golf resort operators in the development of personnel training and marketing strategies so as to enhance customer satisfaction in relation to golf resort services.