Research On Service Quality And Customer Loyalty Of Golf Club

With the introduction of national policies and policies,golf is defined as leisure fashion sports,is no longer known as the "aristocratic sport." Golf club has developed for more than 30 years in China,but it is still ins infancy stage,and market competition and management are still extensive development stage.The study of golf club service quality management and customer loyalty can provide theoretical reference for club management,and can improve club service quality and optimize each service link in practice.In this study,the service quality and customer loyalty of golf clubs in Shanghai were studied,and more than 600 valid questionnaires were distributed to 7 golf clubs in Shanghai.According to the particularity of golf club consumption in Shanghai,the relationship between service quality,customer loyalty and customer loyalty of Shanghai golf club is studied.To explore the effect mechanism of service quality of Shanghai golf club on customer loyalty.This paper synthesizes descriptive statistics,factor analysis,correlation analysis and regression analysis,and draws the following conclusions:(1)the overall service quality of Shanghai Golf Club is better than that of Shanghai Golf Club,but the performance of Shanghai Golf Club is the weakest in terms of service facilities.(2)the customer loyalty of Shanghai Golf Club is better than that of "Price tolerance".Among them,"repurchase intention","Cross purchase will" and "recommended intention" are better than those of "Price tolerance".(3)Through factor analysis,it is concluded that the service quality of Shanghai Golf Club mainly includes five secondary indexes,which are: service guarantee,service content,service facility,service environment and service personnel.Shanghai Golf Club customer loyalty is only a secondary indicator.(4)Through correlation analysis and regression analysis,it is found that the service quality of Shanghai Golf Club and its five factors are correlated with customer loyalty.The positive influence of service quality of Shanghai golf club on customer loyalty was verified,and three of the five factors included in Shanghai golf club had positive influence on customer loyalty.(5)The order of significance in terms of impact is reliability,hardware facilities,and product quality.5 to verify the high customer loyalty of H club by substitution formula,but the club is not good in "supporting facilities".According to the actual situation of the club,the paper puts forward three methods and suggestions on the improvement of service quality and customer loyalty.On the basis of the five conclusions reached above in this study,the following 5recommendations are made:(1)Improve golf club service facilities research and development ability,improve maintenance technology,reduce operating costs;(2)A reasonable pricing system should be explained in detail when the price is raised.(3)Establish service quality management system,identify service failure points in advance and make prevention.(4)Focus on the promotion of service quality.(5)H Golf Club needs to improve the "supporting facilities",the purchase of advanced facilities.