The Korean Journal of Applied Statistics (응용통계연구)

The Korean Statistical Society (한국통계학회)
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The Effect of the Selection Attribute of Golf Course on Customer Satisfaction and Customer Loyalty

골프장의 선택속성이 고객만족과 고객충성도에 미치는 영향

  • Han, Yoon Sang (Department of Statistics, Graduate School of Jeonju University) ;
  • Kim, Yon Hyong (Department of Statistics, Jeonju University)
  • 한윤상 (전주대학교 대학원 통계학과) ;
  • 김연형 (전주대학교 통계학과)
  • Received : 2013.11.26
  • Accepted : 2014.03.14
  • Published : 2014.04.30
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Abstract

This paper analyzes the relationship of the selection attribute of golf course, the service quality, service value, customer loyalty and revisiting golf course, which is a customer loyalty and orally transmitted effect. The selection attribute of golf course such as convenience, cost, course condition and service has a significant effect on service quality, service value, customer satisfaction and customer loyalty. Service quality has a significant effect on service value, customer satisfaction and customer loyalty. It is estimated that customer satisfaction has a significant effect on customer loyalty.

본 연구는 골프장 이용객을 대상으로 골프장의 선택속성과 서비스품질, 서비스가치, 고객만족과 고객충성도 및 재방문 구전효과간의 관계를 실증분석 하였다. 골프장선택속성인 편리성, 비용적절성, 코스상태, 서비스 등이 서비스품질, 서비스가치, 고객만족, 고객충성도에 유의한 영향을 미치는 것으로 나타났다. 서비스 품질 요인이 서비스가치, 고객만족 고객충성도에서도 유의한 영향을 미치는 것으로 나타났다. 고객만족이 고객충성도에 유의한 영향을 미치는 것으로 추정되었다.

Keywords

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