The influence of service quality on satisfaction and intention: A gender segmentation strategy

Abstract

The purpose of this study was to examine the influence of consumers’ service quality perceptions on satisfaction, revisit intention and the role of gender in the context of high profile golf club business. Specifically, the researchers investigated (1) the role of gender in predicting their service quality perceptions and (2) the relationship between quality perceptions and satisfaction and intention. A total of 528 golf club members participated in the study. Seventy one percent of the respondents (n = 375) were male while twenty nine percent of the respondents were female golfers (n = 153). Results showed that Tangibles and Empathy were critical service quality dimensions for determining satisfaction of both male and female golfers. Female golfers tended to pay more attention to physical representations, cleanliness and appearance of service encounters. The findings of this study may suggest meaningful implications (e.g., developing market segmentation and promotional strategies) for managers in the golf industry.

Keywords:

• Service quality
• Gender
• Customer satisfaction
• Golf
• Intention

Additional information

Notes on contributors

Jeoung-Hak Lee

Jeoung-Hak Lee, is a professor of Golf Management Program at Kyung Hee University in South Korea. He has published extensively in the areas of sport consumer behavior.

Hyun-Duck Kim

Hyun-Duck Kim, is professor in the sport marketing program at Keimyung University in South Korea. His main research interest is in golf industry analysis and participants behavior.

Yong Jae Ko

Yong Jae Ko is an assistant professor in the Sport Management Program at University of Florida. He has published extensively in the areas of sport consumer behavior and service quality.

Michael Sagas

Michael Sagas is a professor in the Sport Management Program at University of Florida. He has published extensively in the areas of gender and ethnicity issues in sport.