If golf is supposed to be a relationship business, why are golfers greeted in pro shops and retail stores with generic transactional questions typically answerable with a single word?

The Masters Tournament has cultivated one of the most passionate followings in any industry. It's a phenomenon worthy of attention, especially as the golf industry more broadly examines strategies that can build enduring loyalty -- without points or perks.

As the golf industry enjoys unprecedented success, NGF research suggests most Core golfers feel like "just another customer," with transaction-based relationships emphasized over loyalty. As customer expectations evolve, relationship-building will likely emerge as the most undervalued innovation frontier in business and, perhaps, a new battleground in golf.