The Importance of Perceived Quality for Golf Course Member Satisfaction and Loyalty in Tourism Deprivation Times

Abstract

This study assessed the relationship between perceived quality, expectations, satisfaction, and loyalty of golf course members, based on an adaptation of the American Customer Satisfaction Index (ACSI). Data collection was performed using a questionnaire, based on Customer Service Quality (CSQ) questionnaire. Structural equation modelling was used to validate the proposed hypotheses. The model presented good fit values, validating the direct, positive, and significant effects between: expectations and perceived quality; perceived quality and satisfaction; and consumer satisfaction and loyalty, which made the ACSI model a reliable tool for golf course managers. This study validated an additional relationship, namely, the positive direct effect of perceived quality on loyalty, which strengthened the model. It also contributed to a better understanding of the factors involved in the management of golf courses regarding the satisfaction and retention of their members.