Loyalty of customers on a golf course. A case study

The concept of customer loyalty has been considered for many years one of the main objectives of private companies to emphasize their quality and competitiveness in the market. In the case of golf, the managers of these sports equipments should be able to measure these parameters and, in this way, they should be able to implement strategies to measure and increase the quality of the service provided in order to retain the loyalty of customers. This descriptive case study has two objectives. On the one hand, to know the loyalty of customers of a golf course and, on the other, to explore hypotheses for future research in the field of golf course management. The study was carried out on the municipal golf course of Torre Pacheco (Murcia). The data were obtained by applying a questionnaire about the behavior intentions of the users of the golf courses. The results confirmed the degree of loyalty to the course and allowed to contrast it with other parameters, in order to generate new hypotheses in future research.