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

LIU, Yi-De, TAYLOR, Peter and SHIBLI, Simon (2008). Utilizing importance data to identify customer segments for English public sport facilities. Managing Leisure, 13 (3-4), 189-206.

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Link to published version:: 10.1080/13606710802200886

Abstract

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.

Item Type: Article
Additional Information: Published in special issue : Performance measurement and leisure management
Research Institute, Centre or Group: Sport Industry Research Centre
Identification Number: 10.1080/13606710802200886
Depositing User: Rebecca Jones
Date Deposited: 15 May 2012 14:21
Last Modified: 15 May 2012 14:21
URI: http://shura.shu.ac.uk/id/eprint/5048

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