Country Club Members’ Perceptions of Value, Image Congruence, and Switching Costs: an Exploratory Study of Country Club Members’ Loyalty [Summary]
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This study confirmed the significant effect of perceived value on customer satisfaction. When members perceived a great value in membership, they became satisfied. In addition, the study revealed the significant effect of image congruence on member satisfaction. Consistent with previous studies, when members perceived that typical member image was congruent with their self-images, their satisfaction levels were enhanced. As evidenced from the mediating role of satisfaction, image congruence and perceived value also indirectly contribute to member loyalty by satisfying members. That is, satisfied members tend to spread positive feedback to others and show great willingness to stay with a club.