How golf players’ satisfaction from golf experience predicts their loyalty intentions? Mediating role of perceived value

Abstract

Purpose – This study aims to evaluate the perceptions and behavioral intentions of golf players by means of the relationship between customer satisfaction, perceived value and loyalty concepts. Design/methodology/approach – The data used in testing the hypothesis developed were gathered by face-to-face survey method from the golf players using four golf courses in Antalya, Turkey during the peak season (March, April, May, October). At the end of the data screening period, 351 usable questionnaires were gathered. The proposed model was estimated through a mediation analysis with parallel multiple mediator model. Findings – The roles of perceived value dimensions between satisfaction and loyalty were revealed within the context of the proposed model. Moreover, the relative importance of perceived value dimensions in the causal relationship between satisfaction and loyalty were determined. Research limitations/implications – The research was limited to a specific topic in service industry. The possible effect of several demographic factors, such as country-of-origin of the respondents, their experience levels, etc. has been overlooked. Future studies could measure the mediating role of perceived value between satisfaction and loyalty intention in different service settings and could obtain specific results for consumer segments with more homogenous subsamples. Further studies also would provide knowledge on the role of social value dimension, which could not be proved in the current research. Practical implications – The research underlines the relative importance of perceived value dimensions in affecting loyalty intentions. That will enable managers to focus on the effective dimensions in creating customer loyalty. Originality/value – The effects of satisfaction on loyalty have long been known, yet the function of value dimensions as mediators between satisfaction and loyalty intention in a service setting is the original contribution of the study.

Modeling Golfers’ Revisit Intention: An Application of the Theory of Reasoned Action

“…From the perspective of the TRA, this study has provided general measures to identify the golfers’ perceptions of employee attitudes (e.g., golf-course employees are glad to have golf tourists), destination attributes (e.g., cultural activities), and the individual preferences of golf tourists (e.g., emotional connections). These results are generally in line with the study on the characteristics of golf courses in Portugal (Correia et al, 2007) and on individual preferences and the perceived value of golf courses in Turkey (Akinci et al, 2015). Thus, the empirical findings based on Hainan Island in China in this study could shed some light on golf tourists’ travel planning regarding their selection of a specific destination and thereby further extend the golf tourism literature.…”

“…Golfers might visit or revisit a golf destination for a variety of reasons (Correia et al, 2007; Hutchinson et al, 2010). Loyalty to the destination has been widely defined as a determinant of golfers’ future behavior (Akinci et al, 2015; Song et al, 2017). However, the role of golf-course employees and their attitudes to the golfers are becoming increasingly important for business success, but these aspects have not been fully examined in previous studies (García-Almeida et al, 2015).…”

The Role of Perceived Value on Tourist Loyalty: Case Study on Nature Tourism in Indonesia

“…This research result also supports previous research conducted by Akinci et al [38] stating that experience level perceived by tourist emotionally influences the perceived value, which will lead to higher tourist loyalty. This research result also proves the result of research conducted by Wu, Li, and Li [39] that experiential marketing significantly influences perceived value.…”

Predicting Sports Facility Revisit Intentions Based on Experience and Mediating Effects of Perceived Value

“…Experience and perceived value have been widely discussed in relation to service; however, to date, no research has identified the causal tie between these two constructs [19]. Some studies advocating an experience-perceived value relationship have regarded perceived value and experience as antecedents for behavioral outcomes [2,20]; however, some earlier research [21,22] suggested that experience directly influenced behavioral outcomes, with perceived value functioning only as a determinant.…”