ABSTRACT

As a result of the public’s increased interest in golf and competition among operations in both the public and private sectors, greater attention needs to be given to customer’s needs. In order to respond appropriately, systematic evaluation must be carried out on both current and potential members. The focus of this study was to assess the applicability of the Importance-Performance Scale (I-P) developed by Martilla and James (1977) in the evaluation and marketing of golf operations among members of the Pennsylvania State University Golf Club.