Country Club Members’ Perceptions of Value, Image Congruence, and Switching Costs: an Exploratory Study of Country Club Members’ Loyalty

Abstract

The objective of this study was to investigate the relationships among perceived value, member satisfaction, switching costs, and member loyalty in the country club industry. In particular, this study sought to ascertain the mediating role of member satisfaction in the relationships centered on value—loyalty and image congruence—loyalty and the moderating role of switching costs in the member satisfaction—loyalty relationship. The results revealed a significant mediating effect of member satisfaction, whereas switching costs did not play a significant moderating role in the member satisfaction—loyalty relationship. Findings from this study will enhance understanding of how to cultivate club member loyalty.