Jugador de golf como segmento de clientes: la influencia del nivel de handicap y la residencia en la satisfacción del cliente y el gasto (Golf players as a customer segment: the influence of handicap level and residency in customer satisfaction and expenditure)
DOI:
https://doi.org/10.47197/retos.v52.101596Palabras clave:
gasto del consumidor, satisfacción del cliente, golf, handicap, segmentación, eventos deportivos, turismo deportivoResumen
La segmentación se ha demostrado como una de las mejores herramientas para facilitar el logro de objetivos por parte de las entidades deportivas. El objetivo de esta investigación fue analizar la influencia en el gasto y la satisfacción de los clientes en un evento de golf de élite basado en variables de segmentación, como la residencia (local vs. visitante) y el nivel de hándicap de los asistentes (espectador vs. jugador-espectador). Además, esta investigación buscó establecer un modelo multivariado que permitiera predecir el lugar de residencia y el hándicap en función de la interacción de las variables analizadas, con la intención de establecer un patrón de comportamiento basado en estas variables para aquellos que asisten a un torneo de golf de élite. Los resultados revelaron que los asistentes con un hándicap de golf mostraron niveles más altos de satisfacción y eran más propensos a recomendar y gastar en eventos de golf. Por otro lado, los espectadores sin hándicap y aquellos asistentes de fuera de Madrid mostraron un mayor gasto económico, lo que indica la importancia de satisfacer sus necesidades específicas para lograr resultados de impacto económico positivos. Los modelos de árbol de decisión proporcionaron información sobre el comportamiento de los asistentes, identificando factores que influyen en su satisfacción y probabilidad de asistir nuevamente. Factores como la intención de asistir en el futuro, la satisfacción con la variedad de opciones en el área de comidas y el gasto en alojamiento y recuerdos resultaron ser predictores significativos de la residencia y el nivel de hándicap. En conclusión, esta investigación contribuye a la comprensión del comportamiento del cliente en eventos de golf de élite, ofreciendo implicaciones prácticas para organizadores de eventos y gestores deportivos.
Palabras clave:de consumidor, satisfacción del consumidor, golf, hándicap, segmentación, eventos deportivos, turismo deportivo.
Abstract. Segmentation has been proven to be one of the best tools to facilitate sports entities' achievement of their goals. The objective of this research was to analyze the influence on customer expenditure and satisfaction for an elite golf event based on segmentation variables such as residence (local vs visitor) and handicap level of the attendees (spectator vs spectator-player). In addition, this research aimed to establish a multivariate model that allows predicting the place of residence and the handicap based on the interaction of the analyzed variables, with the intention to establish a behaviour pattern based on these variables for those attending an elite golf tournament. Results revealed that attendees with a golf handicap exhibited higher satisfaction levels and were more likely to recommend and spend at golf events. On the other hand, non-handicap spectators and those attendees from outside Madrid displayed higher economic expenditure, indicating the importance of meeting their specific needs to achieve positive economic impact results. The decision tree models provided insights into attendee behavior, identifying factors influencing their satisfaction and likelihood to attend again. Factors including future attendance intention, satisfaction with the food court variety, and spending on accommodation and souvenirs were found to be significant predictors of residency and handicap level. In conclusion, this research contributes to the understanding of customer behavior at elite golf events, offering practical implications for event organizers and sport managers.
Keywords: consumer expenditure, customer satisfaction, golf, handicap, segmentation, sport events, sport tourism.
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