Zhodnocení spokojenosti zákazníků v golfovém prostředí v Moravskoslezském kraji

Abstract

This bachelor thesis focuses on evaluating customer satisfaction in the golf environment of the Moravian-Silesian Region. Golf is perceived not only as a sport, but also as an important leisure activity with growing economic and social benefits. The quality of services provided and the overall customer experience are key factors in maintaining player loyalty and further developing golf courses. The aim of this thesis is to analyze the level of satisfaction of visitors to selected golf courses, identify their strengths and weaknesses, and propose specific recommendations for improving the quality of services provided. The theoretical part defines the concept of customer satisfaction, describes its main determinants, and outlines methods for measuring it. Particular emphasis is placed on the SERVQUAL model, which evaluates service quality based on five dimensions—tangibility, reliability, responsiveness, assurance, and empathy—and on the "customer window" method, which allows for the visualization of the relationship between the importance of individual aspects of service and their perceived level. These methods were chosen for their ability to provide a comprehensive and practical overview of the quality of services provided. The practical part of the thesis is based on quantitative research conducted in the form of a questionnaire survey. Respondents evaluated their experiences with four golf resorts: Golf & Ski Resort Ostravice, Park Golf Club Ostrava, Prosper Golf Resort Čeladná, and Silesia Golf Resort Kravaře. The results of the survey were processed using the SERVQUAL and customer window methods, allowing for a detailed comparison of the individual resorts. The analysis showed that most resorts achieve a high level of satisfaction in key areas such as adherence to reservation times, cleanliness of the resorts, the opportunity to provide feedback, and the range of services offered to beginners, seniors, and children. At the same time, areas with potential for improvement were identified, particularly in the functioning of reservation systems, the overall quality of golf course maintenance, and discounted price offers. Based on the findings, specific recommendations were made for individual resorts, the implementation of which could contribute to strengthening customer satisfaction, increasing customer loyalty, and improving overall competitiveness. The outputs of this work can be used not only by golf course operators, but also by experts in the fields of sports management, service marketing, and regional development.

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