Club Industry
Club
managers and staff influence members’ satisfaction or
dissatisfaction in every interaction and decision they make. Members expect more from their club than they do from a
neighborhood restaurant or retail establishment. Pioneer
Marketing Research and strategic partner Cornerstone Decision Support have provided clubs
of all types with insightful, innovative and cost effective techniques
for gauging the overall and service specific experience of members. We
also help clients use the information to improve the overall level satisfaction with
the membership experience.
Member
Satisfaction
The key measure of member satisfaction is
the relationship between perceived value and the price paid - and the
service quality received from staff. In member studies, we strive to measure what members consider
most important and assess how well the club is doing on each dimension.
For every point of member contact we develop and assess measures of
satisfaction, including facility components,
attention and responsiveness of staff, quality of food and beverage,
quality of instruction, merchandising, programs, services and experience
compared with expectations.
Qualitative
and Quantitative Methodology
There
are times when a program manager needs to explore new operational or
service ideas with a specific membership segment, perhaps to understand why food
and beverage is trending down, or to spot-check satisfaction. In these cases, one-on-one member interviews and focus groups are
ideal in obtaining different viewpoints. Our qualitative methodology utilizes on-site, telephone and
e-mail
data collection options. At
other times, management needs to understand the perceptions of all membership
categories, which requires a representative sample of members.
Our quantitative studies utilize paper, web and/or hybrid survey
methodologies to provide the best match between membership
characteristics and the research goals.
Using
Research Information
We provide customized reports and on-site
presentations of the information and implications of the findings to
give our clients the maximum benefit of the research. Customized
presentations may be designed for staff, board and membership.
