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Online Booking Versus Personalised Service in the Context of a Sports Retailer: A Qualitative Approach to Golf Courses

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • María Mar Martín-García

    (University of Almería)

  • José Luis Ruiz-Real

    (University of Almería)

  • Juan Carlos Gázquez-Abad

    (University of Almería)

  • Juan Uribe-Toril

    (University of Almería)

Abstract

Golf clubs face the challenge of maximising revenue without losing the trust of their members. Reservation management as a tool to increase revenue is hampered by difficulties in getting members to book online. The aim of this research is to explore the profile of the golf club members to identify the barriers to online booking, their implications for revenue management and the role of relationship marketing. Six in-depth interviews were conducted with golf club managers in Andalusia (Spain). The results show that the barriers to online booking are closely related to the customer profile of the golf club members. A relevant implication of the study is the importance of staff in the relationship with members and relational marketing as an effective marketing tool with this customer.

Suggested Citation

  • María Mar Martín-García & José Luis Ruiz-Real & Juan Carlos Gázquez-Abad & Juan Uribe-Toril, 2023. "Online Booking Versus Personalised Service in the Context of a Sports Retailer: A Qualitative Approach to Golf Courses," Springer Proceedings in Business and Economics, in: Juan Carlos Gázquez-Abad & Francisco J. Martínez-López & Katrijn Gielens (ed.), Advances in National Brand and Private Label Marketing, pages 127-133, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-32894-7_14
    DOI: 10.1007/978-3-031-32894-7_14
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