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Strategies to Attract and Retain Cus...

Burnside, Lisa M.

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Strategies to Attract and Retain Customers for U.S. Private Country Clubs.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Strategies to Attract and Retain Customers for U.S. Private Country Clubs./
作者:	Burnside, Lisa M.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
面頁冊數:	130 p.
附註:	Source: Dissertations Abstracts International, Volume: 80-05, Section: A.
Contained By:	Dissertations Abstracts International80-05A.
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10975369
ISBN:	9780438578364

Strategies to Attract and Retain Customers for U.S. Private Country Clubs.
Burnside, Lisa M.

Strategies to Attract and Retain Customers for U.S. Private Country Clubs. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 130 p.

Source: Dissertations Abstracts International, Volume: 80-05, Section: A.

Thesis (D.B.A.)--Walden University, 2018.

This item must not be sold to any third party vendors.

The decline in the number of customers in the private country club (PCC) industry in the United States is causing a reduction of revenues, which inhibits the sustainability of the clubs. The purpose of this multiple case study was to explore marketing innovation strategies (MIS) that Arizona PCC managers used to attract and retain customers successfully. Relationship marketing theory was the conceptual framework; key constructs of the theory include customer loyalty, service quality, experience satisfaction, trust, and communication. The study explored successful MIS that PCC managers have used to attract and retain customers to prevent closure. Participants consisted of 1 manager from 4 different PCCs in Arizona who used MIS successfully to attract and retain customers. Data were collected from semistructured, open-ended interviews and from marketing documents and website content. Data were analyzed using a 6-phase approach to thematic analysis. The 3 primary themes that emerged included broadening the marketing message to entice people to frequent the club; creating experiences that rated high in satisfaction by members, guests, and employees; and using a variety of communication media. The results of this study may contribute to positive social change by helping PCCs to remain in operation, which could benefit local communities by providing employment opportunities at the clubs and venues for local charities to raise funds.

ISBN: 9780438578364Subjects--Topical Terms:

536353
Marketing.
Subjects--Index Terms:

Attraction

Strategies to Attract and Retain Customers for U.S. Private Country Clubs.
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300 $a 130 p.
500 $a Source: Dissertations Abstracts International, Volume: 80-05, Section: A.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Dooley, Gwendolyn.
502 $a Thesis (D.B.A.)--Walden University, 2018.
506 $a This item must not be sold to any third party vendors.
520 $a The decline in the number of customers in the private country club (PCC) industry in the United States is causing a reduction of revenues, which inhibits the sustainability of the clubs. The purpose of this multiple case study was to explore marketing innovation strategies (MIS) that Arizona PCC managers used to attract and retain customers successfully. Relationship marketing theory was the conceptual framework; key constructs of the theory include customer loyalty, service quality, experience satisfaction, trust, and communication. The study explored successful MIS that PCC managers have used to attract and retain customers to prevent closure. Participants consisted of 1 manager from 4 different PCCs in Arizona who used MIS successfully to attract and retain customers. Data were collected from semistructured, open-ended interviews and from marketing documents and website content. Data were analyzed using a 6-phase approach to thematic analysis. The 3 primary themes that emerged included broadening the marketing message to entice people to frequent the club; creating experiences that rated high in satisfaction by members, guests, and employees; and using a variety of communication media. The results of this study may contribute to positive social change by helping PCCs to remain in operation, which could benefit local communities by providing employment opportunities at the clubs and venues for local charities to raise funds.
590 $a School code: 0543.
650 4 $a Marketing. $3 536353
650 4 $a Sports Management. $3 2122869
650 4 $a Management. $3 516664
653 $a Attraction
653 $a Country club
653 $a Membership
653 $a Private club
653 $a Relationship marketing
653 $a Retention
690 $a 0338
690 $a 0430
690 $a 0454
710 2 $a Walden University. $b Information Systems and Technology. $3 3176643
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792 $a 2018
793 $a English
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