Earticle

초록

영어

This research was conducted to analyze overall service quality of golf driving range and the impact of service value on customer satisfaction and customer behavioral intention. The outcome of the research is to be used as basic material for further ideas on how to utilize service strategy and make management more efficient. The outcome is as follows. To put the outcome into perspective, there were positive correlations between the service evaluation of the driving range and customer behavioral intention. Thus, golf driving ranges need to constantly develop and manage a system to improve service levels. This should ensure that customer service is swift, accurate and convenient to use by developing ICT. In addition, service quality needs to be upgraded by putting in place diverse membership and mileage programs to secure regular customers and maintain customers in line with rapidly changing market situation. The research found positive correlations between service value and customer behavioral intention as well, indicating that customer behavioral intention is determined by service value. Once customers have a positive experience in terms of service value, they become satisfied. Since this also affects customer loyalty in form of repurchases and world of mouth, conditions should be created to provide high-quality service and exchange positive emotions. As positive correlations were found among customer satisfaction, repurchase and word of mouth, high service value should be provided for customer satisfaction in order to maintain repurchases and word of mouth for a golf driving range. User attitude, or the level of satisfaction with a golf driving range, does not necessarily lead to loyalty to a business. Therefore, a golf driving range should provide excellent and efficient services compared to options offered by competitors. This will improve the driving range’s service value and customer management. As a result, customer satisfaction will be raised along with repurchase and word of mouth.

목차

Ⅰ. 서론
  1. 연구의 필요성
  2. 연구의 목적
  3. 연구가설
 Ⅱ. 연구방법
  1. 연구대상
  2. 측정도구
  3. 자료처리
 Ⅲ. 결과
  1. 상관관계분석
  2. 중다회귀분석
 Ⅳ. 논의
  1. 골프연습장의 서비스 평가와 고객행동의도 간의 관계
  2. 골프연습장의 서비스 가치와 고객행동의도 간의 관계
  3. 고객만족과 재구매, 구전과의 관계
 Ⅴ. 결론 및 제언
 참고문헌
 ABSTRACT

저자

• 김정락 [ Kim, Jung-Lak | 서울시 골프협회 ]
• 황호영 [ Hwang, Ho-young | 공주대학교 ]

참고문헌