골프 캐디 이미지가 골프장 이용객의 만족, 재방문의도 및 추천의사에 미치는 영향

Abstract

The purpose of this research was to provide basic data for ecffiient golf course operation and golf course image establishment through the effect of golf caddy’s image on satisfaction, intention to recommend and revisit of the golf course guests.BR The subjects of this research were amateur golfers who have epxerienced regular 18-hole with caddy through four golf courses located in the Gyeonggi-do area. As the survey tool, questionnaires were used and collected through convenience sampling. A total of 350 questionnaires were finally used for the analysis.BR As the statistical method for this research, the PASW 18.0 stiastical programs were used to conduct frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis and multiple regression analysis on these data. The results of the analysis were as follows. First, qualities, work ethic and attitude of golf caddy images were found to have significant effects on satisfaction of the golf course guests. Second, role, work ethic and qualities of golf caddy images were found to haev significant effects on intention to revisit of the golf course guests. Third, qualities of golf caddy images was intention to recommend of the golf course guests.