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Loyalty Driver <br />We asked respondents the overall satisfaction of the golf course using a scale from 1 to 10. The loyalty <br />driver (measured as a correlation coefficient*) indicates the strength of a relationship between several key <br />factors and how satisfied a golfer is to the golf course. The average (or mean) of the loyalty driver for <br />each key factor is set at the center of the horizontal axis and the loyalty driver scores are plotted <br />accordingly. <br />Satisfaction <br />We asked respondents how satisfied they are on several key factors, using a scale from 1 to 10. Those <br />answering a 10 were very satisfied and those answering a 1 were very disastisfied. The average (or mean) <br />of the responses from all other courses in the same price -point class is set at the center of the vertical <br />axis and the course satisfaction scores are plotted accordingly. <br />High Satisfaction <br />Low Loyalty Correlation <br />e <br />n <br />ur <br />Low Satisfaction <br />Low tioyally Cr lation <br />Sfrclrgrh <br />High Satisfaction <br />High Loyalty Correlation <br />Low Satisfaction <br />High Loyalty-A- <br />.11anrlur ,##UTY Imiflrove <br />Loyalty Drivor <br />I - Strengths <br />These factors are your strengths. Respondents indicated that they have a higher satisfaction with factors <br />located in this quadrant. They also have a strong correlation to how likely a golfer is to recommend the <br />golf course. <br />II - Must Improve <br />Improving factors in this quadrant are likely to have the largest, most immediate impact. Respondents <br />indicated that they have a lower satisfaction for these factors that also have a stronger correlation to how <br />likely a golfer is to recommend the golf course. <br />III - Monitor <br />While respondents indicated that they have a lower satisfaction for these factors the factors are not likely <br />to influence a golfer to recommend the golf course because these factors have a weaker correlation. <br />Improving factors in this quadrant are likely to have a lower yield. <br />IV - Maintain <br />Factors in this quadrant are value adds. Respondents indicated that they have a higher satisfaction with <br />these factors although they do not have a high correlation to how likely a golfer is to recommend the golf <br />course. <br />* The loyalty driver is calculated using the Pearson product -moment correlation coefficient. <br />W, <br />