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| Publication Type:
| Trade |
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| Author(s): | Lednovich, Michael |
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| Author Affiliation: | Contributing Writer, Golfweek's SuperNews |
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| Title: | Study debunks loyalty program |
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| Section: | Business report
Other records with the "Business report" Section
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| Source: | Golfweek's SuperNEWS. Vol. 8, No. 21, November 24 2006, p. 6. |
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| Publishing Information: | Orlando, FL: Turnstile Publishing Company |
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| # of Pages: | 1 |
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| Keywords: | TIC Keywords: Marketing tools; Costs; Membership relations; Purchasing; Programs
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| Abstract/Contents: | Presents the results of research conducted at the Stanford University Graduate School of Business. States that researchers "found that a golf course loyalty reward program intended to drive revenue actually cost a golf course money." Describes the steps taken to complete the research, including choosing a San Diego-area golf course. States that "the net result of the program was that the intact loyal golfers, who accounted for 80 percent of the rounds played at teh [the] course, received a 10 percent discount." Reports that "the most frequent, loyal players were the ones who cared the least about the discount, but got it anyway." Concludes that "another interesting aspect of the Stanford study was the notion that retired golfers on fixed incomes would be the most price sensitive...intuitively, [one] would think that would be the case...[it was] found [to be] a non-factor." |
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| Language: | English |
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| References: | 0 |
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| ASA/CSSA/SSSA Citation (Crop Science-Like - may be incomplete):
Lednovich, M. 2006. Study debunks loyalty program. Golfweek's SuperNEWS. 8(21):p. 6. |
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MSU catalog number: SB 433 .G65 |
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