THE ROLE OF CUSTOMER EXPERIENCE AND PERCEIVED VALUE IN BUILDING CUSTOMER LOYALTY IN THE GOLF INDUSTRY
DOI:
https://doi.org/10.58174/ijqmr.v1i9.129Keywords:
customer experience; perceived value; customer loyalty; golf industryAbstract
This study aims to analyze the role of customer experience and perceived value in building customer loyalty in the golf industry in Indonesia. The golf industry is experiencing significant growth, but fierce competition requires golf facility managers to deeply understand the factors that affect the sustainability of customer relationships. The method used in this study is a quantitative method with a survey approach using a structured questionnaire that was distributed to 150 active customers at three leading golf courses in Indonesia. The sampling technique used purposive sampling and data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results showed that customer experience had a positive and significant effect on customer loyalty (β = 0.423; p < 0.001), perceived value had a positive and significant effect on customer loyalty (β = 0.387; p < 0.001), and there was a positive relationship between customer experience and perceived value (β = 0.512; p < 0.001). These findings imply that golf facility managers need to design a holistic customer experience and increase customer perceived value to build sustainable long-term loyalty.
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