Human resource management responsibilities in private clubs

Brand Exclusivity, Privacy and the Perception of Luxury in the ‘Physiognomy Mystery’ Events

“…Typically, private clubs tend to invest heavily in maintaining privacy and exclusivity (Barrows et al, 2017) and visible marketing efforts are normally restricted to the direct social sphere of the existing members. However, the declining membership rates especially during crisis periods have started to change slowly this trend (Ferreira et al, 2014) and outer openness may be supported instead of the traditional, long waiting lists for new members.…”

“…Loyal, enthusiastic members with a high willingness to pay directly influence the decision-making process, but they may generate contradictory goals for innovation, on the one hand, and investments on existing customer services, on the other hand (Wang et al, 2018). In-depth interactive relationships and a major management involvement on everyday operations are crucial elements for the perpetual survival and growth of the club (Barrows et al, 2017). The social capital is, thus, becoming the fundamental factor of co-creating and sustaining the distinctive community lifestyle, by understanding needs and exceeding expectations to keep the perceived high standards of quality and personalization (Kim et al, 2019).…”