A Study on the Golf-playing Motive, Membership Purchase Motive and Satisfaction in Northern Taiwan Golf Courses

• Main Authors: Ping-yen Yu, 游秉彥
• Other Authors: Ying-mao Teng
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/87605690644712506657

碩士 === 義守大學 === 管理學院碩士班 === 97 === The main revenues of golf courses come from the membership and golf hitting; thus, it is critical for the future successful administration of golf courses to stimulate the motivation of golf hitting and purchase of membership, to develop larger member market and general golf players by increasing the frequency of golf hitting with the advanced satisfaction of golf courses. This paper aims to the inquiry on the operation strategies of golf courses by quantitative research. The issues include golf-playing motive, membership purchase motive and satisfaction of golf courses in Northern Taiwan: Take Chiao Sih Golf Club and Lung Tan Golf Club as example. The valid retrieved 150 questionnaires, processed by SPSS. The results appear that the statistic analysis of scales as follows: As for golf-playing motive, the main motivation is for exercise and health; as for membership purchase motivation, the main motivation is the convenience of playing golf by member card and the satisfaction of golf courses, the highest satisfaction is the cleanness of the club. The results appear that the differences between the attributes of golf players and golf-playing motive, membership purchase motive and satisfaction of golf courses are the following: As for golf-playing motive, there is obvious difference in gender, age, marriage condition, occupation, average annual income, hitting seniority and average hitting frequency; as for membership purchase motive, there is obvious difference in occupation, average annual income, average handicap, average hitting frequency and participating team; as for the satisfaction of golf courses, there is a difference in age, education, occupation, average annual income, golf seniority, average handicap, average hitting frequency, participating team and membership purchase. According to the findings of results, it is helpful offer golf courses advices for the improvement of administrative and managerial manners with different strategies and plausible administrative mode.