Club Industry
Club
managers and staff are influence members’ satisfaction or
dissatisfaction in the every interaction and decision they make!
And, members expect more from their club than they do from a
neighborhood restaurant or retail establishment. Pioneer
Marketing Research and 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 you use the information to improve overall satisfaction with
the membership experience.
Member
Satisfaction
The key measure of member satisfaction
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 variable.
At every point of member contact we have attributes of
satisfaction to measure and compare, including facility components,
attention and responsiveness of staff, quality of food and beverage,
instruction, merchandising, programs, services and experience in
contrast to 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, understand why food
and beverage is trending down or just spot checking satisfaction.
In these cases, one-on-one member interviews and focus groups are
ideal in obtaining different view points.
Our qualitative methodology utilizes on-site, telephone and email
data collection options. At
other times, management needs to know perceptions of all membership
categories which require a representative sample of members.
Our quantitative studies combine paper surveys with online
methodology to obtain the best response.
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 information. Customized
presentations are available for staff, board and membership.
