This looks to be a Shoreline , power cord reel .
The stud goes through into the center of the of the roller tube , and is part of the slip ring housing . I can't remember from the one I had apart if there was any hope of replacing any portion of the slip ring housing .
I think I kept the part because we threw the reel away , but I don't know if it's in my coach or on my golf cart in storage in SoCA.
The wiring attachments were different , as in photo , to have a look at the slip rings , the whole reel has to come apart , including drilling out the rivets that hold the cord wiring plate to the reel .
Damage to the slip rings was the reason we threw the reel away .