아마추어 골퍼의 용품 선택속성이 고객만족 및 고객충성도에 미치는 영향

Abstract

The objective of this study is to investigate how satisfaction and loyalty change depending on the process for golfers to select golf supplies and to present the marketing method to golf industry for the future. To a-t tain the objective of study, three hypotheses 1,2,3 were set upon the basis of result from preceding study . Namely, hypothesis 1. The selection attributes of golf supplies will have significant influence on customer satisfaction. hypothesis 2. The selection attributes of golf supplies will have significant influence on customer loyalty. hypothesis 3. Customer satisfaction will have significant influence on customer loyalty. The population of this study was 296 amateur golfers who experienced in buying golf supplies. To process the data, the study on the relation which amateur golfers’ selection attributes have on customer satisfaction and customer loyalty was done through structural model equation for analysis of route. The result acquired through this is as follows. First, it was found that the amateur golfers’ selection attributes of supplies have significant static influence on customer satisfaction. Second, it was found that the amateur golfers’ selection attributes of supplies have significant static influence on customer loyalty. Third, it was found that customer satisfaction has static influence on customer loyalty.