Twelfth International Conference on Sport & Society

Abstract

An analysis of the different user profiles that may currently be living in our clubs is necessary, with the aim of offering them a higher quality service, favoring their satisfaction, and loyalty. The objective of this study is to segment the different user profiles that a private golf course has: based on the reason why they play on the course, whether or not they are members of the course, their age and their level of play (handicap). A selective methodology was used, which consisted of conducting a survey among the members of a private golf club. The Confirmatory Factor Analysis has obtained a reduced questionnaire that offers a scale of 29 items grouped in 4 dimensions, with a high degree of validity and internal consistency, making it a tool of considerable applied interest. As a result of the cluster analysis, two large segments are established: Members and non-members, showing differences depending on whether they are members of the club or not. For both segments, the most important dimension and with the greatest weight on user satisfaction is the Professionalism of the personnel and management and the care and maintenance of the field. Ultimately, the results offer a closer understanding of the different types of users of a private club in Seville, as a private club model, characterized on the basis of interesting variables for management and enabling their adaptation to the needs of their current and potential users.