A Study of the Golf Course Operations, Maintenance and Management

• Main Authors: Deng-tsan Lei, 雷燈燦
• Other Authors: Jung-huei Shu
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/00994526454185173013

碩士 === 開南管理學院 === 企業管理學系碩士班 === 94 === Abstract Due to the economic progress and the health awareness, the number of people who play golf has increased gradually in recently. That is the reason of why the research on the golf course maintenance and management obtains more attention than before. Therefore, this research starts with understanding the management perspective and then understanding the customers' views on the golf course management related issues by questionnaire. The results indicate that customers focus most on the service quality and the golf course maintenance. These results can be a reference for golf business management. Besides, this research also found that when formulating operating strategy, Golf business management should take into account the customers' needs and focus on how to improve service quality, which include improving the training of the service people, enhancing the quality of the golf course and its facilities, and also focusing on the needs of the elderly customers and so on. In addition, management should consider extending their service scope. For example, diversify their business model, aggressively approach potential customers, utilize golf course' un-used time, attract non-target customers by low price to extend customer segmentation. By meeting different customers' needs and offering appropriate facilities, more people will come to play golf. This research study the Golf Business from the management perspective and customer perspective to discuss the golf course management and maintenance issues. It also provides some recommendations from the Golf Business perspective. However, to be able to further understand that the first priority for management, there are few issues that should be to aware such as: to enhance service quality for increasing competitiveness, more studies need to be done to analyze golf players’ motivation, and to analyze different customer segments.