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Please use this identifier to cite or link to this item: http://hdl.handle.net/1812/586

Title: Golfers’s motivation and satisfaction: An empirical study in Klang Valley
Authors: Norazlin Mokhtar
Keywords: Golfers’s motivation
Golfers’s satisfaction
Klang Valley
Experience Use History
Issue Date: Apr-2009
Publisher: University Malaya
Abstract: Golf is the one of the most popular sports in the world (Cohn, 1993). This research seeks to analyze factors that contribute to golfers’ motivation in relation to their satisfaction. It sought to identify the influence of demographic factors on golfers’ satisfaction. It also examines the significant roles played by Experience Use History and destination attributes in relation to satisfaction. A total of 160 questionnaires were returned and analyzed in this survey. A sub-urban golf resort was used as the course study, together with a few others in the Klang Valley. Factor analysis were employed to identify the dimensions of golfers’ motivation as well as resort destination attributes. Results revealed that there exists a significant relationship between golfers’ motivation and satisfaction. Outdoor factor was considered to be the highest motivation factor in golfers. Experience Use History and demographic profile did not affect golfers’ satisfaction. Resort destination attributes played an important role in determining golfers’ satisfaction. Since golf course and staffing are important in influencing golfers’ satisfaction, managers must ensure service quality of staff and golf course. Golfers’ motivation and satisfaction may be used to guide marketing strategies by delivering a message which coincides with golfers’ experience use histories.
Description: Dissertation -- Faculty of Business and Accountancy, University of Malaya, 2009.
URI: http://dspace.fsktm.um.edu.my/handle/1812/586
Appears in Collections:Masters Dissertations : MBA

Files in This Item:

File Description SizeFormat
5.pdfAppendix 94.11 kBAdobe PDFView/Open
4.pdfAppendix 12.39 kBAdobe PDFView/Open
3.pdfBibliography65.58 kBAdobe PDFView/Open
2.pdfThesis Text342.41 kBAdobe PDFView/Open
1.pdfCover, Abstract, Acknowledgement, Table of contents81.25 kBAdobe PDFView/Open

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