Investigating Customer Dissatisfaction with Golf Caddy Services in South Korea: Disruption in Hierarchy, Economic Incentives and Occupational Maturity

This study investigated how golf enthusiasts in South Korea expressed dissatisfaction with the services provided by caddies focusing on three themes; the breakdown of traditional hierarchies, direct appeals for financial rewards, and a sense that the profession lacked maturity. By analyzing feedback gathered from three prominent online golf communities between January 2020 and June 2024 this research aims to contextualize these grievances within the socio-cultural landscape. The conclusions are interpreted through Mathiesens concept of the synopticon (1997, 2004). Foucault’s archaeological discourse analysis (1972a, 1972b). The findings are interpreted concerning the theoretical framework by Mathiesen (1997, 2004) of the synopticon and Foucault's archaeological discourse analysis (1972a, 1972b). The results indicate that golf clients are uneasy about shifts in formalities compared to established power dynamics, where informal caddies may not demonstrate deference and respect. Additionally, the trend of soliciting tips from caddies has steered the sport towards a transactional dynamic that compromises its integrity. Lastly, issues like incompetence and misinformation among caddies significantly impact golfer satisfaction. Our findings underscore the need for comprehensive training programs to enhance caddy professionalism, adherence to service standards, and a reevaluation of hierarchical structures within the golf sector. Addressing these challenges is crucial for enhancing perceptions of golf, in Korea and elevating customer contentment. The findings shared in this research offer information for industry experts and serve as a foundation for enhancing the gaming experience, in upcoming projects.