Abstract
This research is aimed at promoting a long-term competitive strength and to establish management strategies for sports marketing administrators through the methodology seeking after profitability and also service quality of a driving range by looking into the structural relations of a driving range-offered service quality having an effect on user-related quality and loyalty. For this research purpose, this study conducted a sample survey and obtained the samples for 237 people at a driving range located in the Seoul Metropolis, which is equipped with more than 120 boxes for hitters in a building with more than three stories above the ground. This research made frequency analysis, exploratory factor analysis, reliability analysis, and correlation analysis of the collected data using SPSS 14.0 program and also made confirmatory factor analysis and structural equation model analysis using AMOS 7.0. The research results are as follows: First, the service quality of a driving range was found to have a positive effect on the subordinate factors in user-related quality-satisfaction and immersion. Second, it was found that satisfaction, immersion and confidence- the subordinate factors in userrelated quality had a positive effect on users` loyalty.
Published Version
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