Member Opinion Survey

M EMBERSHIP V ALUE -D RIVERS

Members rated the importance of 21 components when judging membership value The chart shows the top-10 value-drivers

Staff professionalism

95%

4%

Beach Club

90%

7%

Fitness facility/programs

86%

10%

Casual dining opportunities

83%

13%

Valet service

75%

18%

3%

Fine dining

73%

20%

3%

Golf courses/practice facilities

81%

10%

5%

Spa facility and services

69%

19%

6%

4%

Take-out food/home delivery

63%

26%

5%

4%

Monthly newsletter

45%

37%

8%

6%

4%

Important

Somewhat Important

Undecided

Somewhat Unimportant

Unimportant

Members rate staff professionalism as the most important membership value-driver

Mean Scores 2019 4.92

Mean Scores 2017 4.94

The top 10 membership components are considered important or somewhat important value-drivers to between 99% and 82% of the members. The importance of the Spa and Monthly Newsletter has increased since 2017. The mean scores show minimal separation among the top 10 value-drivers.

Membership Components

Staff professionalism throughout the Club

Beach Club

4.85

4.85

Fitness facility and programs

4.72

4.78

Casual dining opportunities

4.67

4.76

Valet service

n/a

4.64

Fine dining opportunities

4.50

4.61

Golf courses and practice facilities

4.61

4.60

Spa facility and services

4.02

4.46*

Take-out service and home delivery of food

n/a

4.43

Monthly Newsletter

3.87

4.13*

Segment Variance

Women gave higher importance ratings than did men for casual dining, valet, fine dining, Spa, take-out service, and Newsletter. Members 66 and younger gave higher ratings than did older members for professionalism of staff, Beach Club, Fitness, fine dining opportunities, golf, and spa. Members 85 and older gave higher ratings for take-out and home delivery of food than did younger members. Members for 7 or fewer years gave higher importance ratings than did longer term members for fitness and casual dining. Seasonal residents gave higher importance ratings than did year-round residents for golf and fine dining. Year-round residents gave higher importance ratings for take-out food.

Gender:

Age:

Years as a member:

Seasonality:

FRENCHMAN’S CREEK BEACH & COUNTRY CLUB

CORNERSTONE Decision Support

February 2019

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