The Composition of Source and Activity Loyalty Within a Public Agency's Golf Operation
Keywords:Source loyalty, market share, activity loyalty.
AbstractThe composition of market shares in relation to user loyalty provides useful input into the development of marketing strategies. However, the application of this concept has received little attention in government sponsored park and recreation agencies. The purpose of this research was twofold. First, the source loyalty composition of the market share held by three municipal golf courses was examined. Second, the study examined the utility of using selected variables in differentiating between golfers' high, spurious, latent, and low loyalty levels. The findings suggest that the market share held by the three municipal golf courses differed in regard to source loyalty. Further analysis indicated that there were significant differences in the loyalty felt toward the activity (golf) between the four source loyalty groups. Moreover, the findings indicated significant differences between source loyalty groups and gender, involvement, mastery, intrinsic motivation, and perceived competence.
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