Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure

Abstract

The objectives of the present research were: i) to analyze the influence on customer expenditure and satisfaction for an elite golf event based on the place of residence (local vs visitor) and handicap level of the attendants (spectator vs spectator-player) and ii) to establish a multivariate model that allows predicting the place of residence and the handicap based on the interaction of the analyzed variables and to establish a pattern of behaviour based on these variables for those attending an elite golf tournament. This research is based on descriptive and comparative analysis. A total of 756 participants were interviewed in the study, with an average age of 42,05 ± 15,77 years old. Approximately 7 out of 10 (70,5%; n=539) came from the Madrid metropolitan area and 73,9% (n=565) were handicap players. All the participants were interviewed during the 2021 edition of the ‘Acciona Open’ held in Madrid. An ad hoc survey was designed for the tournament. Statistical Analysis was performed using IBM SPSS Statistics Version 25 ® software (IBM, Armonk, NY).