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Implementation of database marketing in the private club industry

Ulicney, Mandy L.

Abstract Details

2011, MS, Kent State University, College of Education, Health and Human Services / School of Foundations, Leadership and Administration.
The objective of this study was to determine the prevalence of database marketing in the private club industry. It also sought to determine how demographic variables affect the importance of preferences among private club members and to develop a list of preferences that would be beneficial to track. Additionally, it aimed to determine how satisfaction levels with the remembrance of preferences impact overall satisfaction at home and reciprocal clubs. A survey instrument was designed for the private club industry and was mailed to members at three private clubs in the Northeastern Ohio area. Results of this study indicate that database marketing is starting to become prevalent in the private club industry. Demographic variables did affect certain preferences and there were several preferences that would be beneficial to track. Satisfaction levels with home clubs were significantly higher than those at reciprocal clubs. Results could be helpful to managers when developing training programs for employees and could assist in internal and external marketing efforts.
Swathi Ravichandran, PhD (Committee Chair)
Barbara Scheule, PhD (Committee Member)
Andrew Lepp, PhD (Committee Member)
111 p.

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Citations

  • Ulicney, M. L. (2011). Implementation of database marketing in the private club industry [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1310475732

    APA Style (7th edition)

  • Ulicney, Mandy. Implementation of database marketing in the private club industry. 2011. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1310475732.

    MLA Style (8th edition)

  • Ulicney, Mandy. "Implementation of database marketing in the private club industry." Master's thesis, Kent State University, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=kent1310475732

    Chicago Manual of Style (17th edition)