Member loyalty is vital in the club industry. Satisfaction has been recognized as the primary driver of loyalty in most service industries including clubs. Researchers have looked at the more well-known factors that increase satisfaction and loyalty such as quality, value and experience. Following a three-part series on a research study published in Club Director, this presentation will explore the lesser-known influences: group identity, attachment and psychological well-being as salient factors to strengthen loyalty, thereby giving you a wider array of tools to ultimately improve member loyalty at your club.

Presenters:

Fredrick “Chuck” Meitner, East Stroudsburg University
Dr. SoJung Lee, Iowa State University