customer satisfaction study - san diego

Customer Satisfaction fStudy

Conducted for theConducted for theCity of San Diego Golf Operations Division

October 2011

Research you can trust. The direction you seek. The attention you deserve.

Purpose of StudyPurpose of Study

Profile customers’ frequency of golf play in Profile customers’ frequency of golf play in general and at the three San Diego courses

Evaluate customer experiences with and Evaluate customer experiences with and perceptions of the three City golf courses

Establish benchmark performance indicators Establish benchmark performance indicators that can be tracked over time

Collect background and demographic data Collect background and demographic data relevant to understanding customers’ perceptions, and needsp p

Methodology of StudyMethodology of Study

T l h d W b Telephone and Web survey

1,306 customers who played at least one round of golf at Torrey Pines, Balboa Park, or Mission Bay in 2010

Recruited via telephone and email

Conducted Apr 29 to May 9, 2011 Conducted Apr 29 to May 9, 2011

± 2.7% margin of error

Current Residence of Customers

USA O id SUSA,Outside CA

10.3

Outside USA1.6

CA, Outside SD County

Other SD County

7 5

SD County4.9

7.5

City of SanCity of San Diego75.7

Reason for Playing San i fDiego Course Most Often

27.8

17.0

54.9

40.3

36.7

28.2Affordability

Locat ion

2.4

3 3

2.2

1.5

36.1

Member

Course quality

2.4

8.8

6.0

3.3

1.0Tee-t ime availability

Member

Torrey PinesB lb P k

7.33.3

0.0

0 10 20 30 40 50 60

Friend, family amember

% Respondents That Mentioned Aspect

Balboa ParkMission Bay

% Respondents That Mentioned Aspectas the Main Reason for Playing Course

Rating City of San Diego lfGolf Courses

3.6 3.5 9 5100

6.7

20.5

29.5

3.5 9.5

39 370

80

90

ayed

at

ours

e

Not sure

Very poor

57 6

39.3

50

60

70

nts

Who P

laR

ound a

t C

Poor

57.6

47.7

49.120

30

40

Res

ponden

Leas

t O

ne

R

Fair

Good

15.6 11.20

10

Torrey Pines Balboa Park Mission Bay

% L

Excellent


Most Mentioned Suggestions ffor ImprovementTorrey Pines Balboa Park Mission Bay

No changes needed (20%)Not sure / Cannot think of anything (25%)

Not sure / Cannot think of anything (20%)

Reduce fees costs inReduce fees, costs in general (14%)

No changes needed (17%) No changes needed (16%)

Not sure / Cannot think of anything (14%)

Improve green conditions (11%)

Improve course quality (14%)anything (14%) (11%)

p q y ( )

Enforce speed of play (10% Improve course quality (10%)Reduce fees, costs in general (12%)

Improve access to tee time info (8%)

Improve facility maintenance (8%)

Improve green conditions (11%)

Course Aspects With Highest i f ll dRatings of Excellent or Good


Layout of the course (98%) Layout of the course (88%)Availability of tee-times when making a reservation by phone (88%)

C t f lfOverall course condition (93%)

Courtesy of golf course starters, Marshals, maintenance staff (80%)

Condition of golf carts (78%)

Availability and condition of Availability of tee-times Availability of tee-times practice putting greens (91%)

when making a reservation by phone (77%)

when doing a walk-up reservation (76%)

Condition of fairways (91%)The value of the course for

Courtesy of golf course starters MarshalsCondition of fairways (91%)

the fee (76%)starters, Marshals, maintenance staff (75%)

Quality of the pro shop (90%)

Availability of tee-times when doing a walk-up

i (74%)Pace of play (73%)

(90%)reservation (74%)

Course Aspects With Lowest i f ll dRatings of Excellent or Good


Availability of tee-times when making a reservation by phone (44%)

Availability and condition of driving range facilities (33%)

Availability and condition of restrooms (25%)

A il bilit f t tiAvailability of tee-times when doing a walk-up reservation (44%)



Availability and condition of Availability and condition of Quality of food andAvailability and condition of driving range facilities (47%)


Quality of food and beverage services (35%)

Pace of play (52%)Condition of the bunkers (54%)

Condition of the bunkers (51%)(54%) (51%)


Condition of cart paths (55%)

Condition of cart paths (54%)

Likelihood of diRecommending Course

100

9.316.3

28.317.1

0

80

90

ed a

turs

e

Not sure

38.2

42.150

60

70

ts W

ho P

laye

Round a

t C

ou

Not likely

44.3

72.6

20

30

40

Res

ponden

Leas

t O

ne

R

Somewhatlikely

27.5

0

10

20


% Very likely


Key ConclusionsKey Conclusions

9 in 10 Torrey Pines customers rated 9 in 10 Torrey Pines customers rated their experience as excellent or good

Only 1 in 10 Balboa Park and Mission Only 1 in 10 Balboa Park and Mission Bay customers rated their experience as less than fairless than fair

Majority of customers at all three courses rated at least 19 of 22 specificcourses rated at least 19 of 22 specific services as excellent or good

Key ConclusionsKey Conclusions

9 in 10 Torrey Pines customers at least 9 in 10 Torrey Pines customers at least somewhat likely to recommend course

8 in 10 Balboa Park customers at least 8 in 10 Balboa Park customers at least somewhat likely to recommend course

7 in 10 Mission Bay customers at least 7 in 10 Mission Bay customers at least somewhat likely to recommend course

Areas for ImprovementAreas for Improvement

Torrey Pines Torrey Pines Availability of tee times, driving range

Pace of playPace of play

Balboa ParkCourse conditions maintenance Course conditions, maintenance

Driving range availability, conditions

Mi i B Mission Bay Course conditions, maintenance

Restrooms, food & beverage, pro shop

customer satisfaction study - san diego

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