Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure
Segmentation has been proven to be one of the best tools to facilitate sports entities' achievement of their goals. The objective of this research was to analyze the influence on customer expenditure and satisfaction for an elite golf event based on segmentation variables such as residence (lo...
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| Format: | Article |
| Language: | English |
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FEADEF
2024-03-01
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| Series: | Retos: Nuevas Tendencias en Educación Física, Deportes y Recreación |
| Subjects: | |
| Online Access: | https://recyt.fecyt.es/index.php/retos/article/view/101596 |
| _version_ | 1826920999585579008 |
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| author | Ricardo Macías José Bonal Iyán Iván-Baragaño Jairo León-Quismondo Marta Herráiz Mercedes Leguina Javier del Arco Benito Pérez-González Pablo Burillo Álvaro Fernández-Luna |
| author_facet | Ricardo Macías José Bonal Iyán Iván-Baragaño Jairo León-Quismondo Marta Herráiz Mercedes Leguina Javier del Arco Benito Pérez-González Pablo Burillo Álvaro Fernández-Luna |
| author_sort | Ricardo Macías |
| collection | DOAJ |
| description |
Segmentation has been proven to be one of the best tools to facilitate sports entities' achievement of their goals. The objective of this research was to analyze the influence on customer expenditure and satisfaction for an elite golf event based on segmentation variables such as residence (local vs visitor) and handicap level of the attendees (spectator vs spectator-player). In addition, this research aimed to establish a multivariate model that allows predicting the place of residence and the handicap based on the interaction of the analyzed variables, with the intention to establish a behaviour pattern based on these variables for those attending an elite golf tournament. Results revealed that attendees with a golf handicap exhibited higher satisfaction levels and were more likely to recommend and spend at golf events. On the other hand, non-handicap spectators and those attendees from outside Madrid displayed higher economic expenditure, indicating the importance of meeting their specific needs to achieve positive economic impact results. The decision tree models provided insights into attendee behavior, identifying factors influencing their satisfaction and likelihood to attend again. Factors including future attendance intention, satisfaction with the food court variety, and spending on accommodation and souvenirs were found to be significant predictors of residency and handicap level. In conclusion, this research contributes to the understanding of customer behavior at elite golf events, offering practical implications for event organizers and sport managers.
Keywords: consumer expenditure, customer satisfaction, golf, handicap, segmentation, sport events, sport tourism.
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| first_indexed | 2025-02-17T13:40:43Z |
| format | Article |
| id | doaj.art-069ee5adbe4d44f9936a60b4eb6b744d |
| institution | Directory Open Access Journal |
| issn | 1579-1726 1988-2041 |
| language | English |
| last_indexed | 2025-02-17T13:40:43Z |
| publishDate | 2024-03-01 |
| publisher | FEADEF |
| record_format | Article |
| series | Retos: Nuevas Tendencias en Educación Física, Deportes y Recreación |
| spelling | doaj.art-069ee5adbe4d44f9936a60b4eb6b744d2024-12-25T17:19:22ZengFEADEFRetos: Nuevas Tendencias en Educación Física, Deportes y Recreación1579-17261988-20412024-03-015210.47197/retos.v52.101596Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure Ricardo Macías0José Bonal1Iyán Iván-Baragaño2Jairo León-Quismondo3Marta Herráiz4Mercedes Leguina5Javier del Arco6Benito Pérez-González7Pablo Burillo8Álvaro Fernández-Luna9Faculty of Sport Sciences, Universidad Europea de Madrid, EspañaFaculty of Sport Sciences, Universidad Europea de Madrid, EspañaFaculty of Sport Sciences, Universidad Europea de Madrid, EspañaFaculty of Sport Sciences, Universidad Europea de Madrid, EspañaFaculty of Sport Sciences, Universidad Europea de Madrid, EspañaFaculty of Sport Sciences, Universidad Europea de Madrid, EspañaFaculty of Sport Sciences, Universidad Europea de Madrid, EspañaFaculty of Business and Communication, Universidad Internacional de La Rioja, 26006 Logroño, Spain.Faculty of Sport Sciences, Universidad Europea de Madrid, EspañaFaculty of Sport Sciences, Universidad Europea de Madrid, España Segmentation has been proven to be one of the best tools to facilitate sports entities' achievement of their goals. The objective of this research was to analyze the influence on customer expenditure and satisfaction for an elite golf event based on segmentation variables such as residence (local vs visitor) and handicap level of the attendees (spectator vs spectator-player). In addition, this research aimed to establish a multivariate model that allows predicting the place of residence and the handicap based on the interaction of the analyzed variables, with the intention to establish a behaviour pattern based on these variables for those attending an elite golf tournament. Results revealed that attendees with a golf handicap exhibited higher satisfaction levels and were more likely to recommend and spend at golf events. On the other hand, non-handicap spectators and those attendees from outside Madrid displayed higher economic expenditure, indicating the importance of meeting their specific needs to achieve positive economic impact results. The decision tree models provided insights into attendee behavior, identifying factors influencing their satisfaction and likelihood to attend again. Factors including future attendance intention, satisfaction with the food court variety, and spending on accommodation and souvenirs were found to be significant predictors of residency and handicap level. In conclusion, this research contributes to the understanding of customer behavior at elite golf events, offering practical implications for event organizers and sport managers. Keywords: consumer expenditure, customer satisfaction, golf, handicap, segmentation, sport events, sport tourism. https://recyt.fecyt.es/index.php/retos/article/view/101596consumer expenditurecustomer satisfactiongolfhandicapsegmentationsport events |
| spellingShingle | Ricardo Macías José Bonal Iyán Iván-Baragaño Jairo León-Quismondo Marta Herráiz Mercedes Leguina Javier del Arco Benito Pérez-González Pablo Burillo Álvaro Fernández-Luna Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure Retos: Nuevas Tendencias en Educación Física, Deportes y Recreación consumer expenditure customer satisfaction golf handicap segmentation sport events |
| title | Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure |
| title_full | Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure |
| title_fullStr | Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure |
| title_full_unstemmed | Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure |
| title_short | Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure |
| title_sort | golf players as a customer segment the influence of handicap level and residency in customer satisfaction and expenditure |
| topic | consumer expenditure customer satisfaction golf handicap segmentation sport events |
| url | https://recyt.fecyt.es/index.php/retos/article/view/101596 |
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