Utilizing importance data to identify customer segments for English public sport facilities

Yi De Liu, Peter Taylor, Simon Shibli

研究成果: 雜誌貢獻期刊論文同行評審

14 引文 斯高帕斯(Scopus)

摘要

This study attempts to identify customer segments for English public sport facilities by adopting a performance data-driven segmentation approach. In particular, the importance element of the importance-performance tool, common in performance measurement, is utilized to identify customer segments, which are then useful for marketing purposes. Based on 23,329 customers’ perceived importance of service quality, the analysis identifies four distinct customer segments with different priorities on six service quality dimensions. The demographic and participation profiles of these segments are also examined. The results demonstrate that over 60% of customers are more concerned about the physical evidence. In addition, facilities that aim to increase the access of older, female or unemployed customers need to realize that they are more critical of the physical evidence. By contrast, those hoping to attract more adolescents or ethnic minorities should emphasize the non-physical evidence.

原文英語
頁(從 - 到)189-206
頁數18
期刊Managing Leisure
13
發行號3-4
DOIs
出版狀態已發佈 - 2008
對外發佈

ASJC Scopus subject areas

  • 旅遊、休閒和酒店管理

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