스크린골프연습장의 서비스품질과 가격공정성, 기대일치 및 고객행동의 관계

Abstract

The purpose of this study examined the analysis of relationship among service quality, price fairness, expectation congruity and customer behavior of screen golf practice range. Through convenience sampling method, selected 293 survey questionnaires were used for final analysis from screen golf club consumer. With the collected data descriptive analysis, factor, correlation, and structural equation model analysis were conducted by SPSSWIN 21.0 & AMOS 21.0. The analysis results are as follows. First, the service quality of screen golf practice range had positive influence on their price fairness. Second, the service quality of screen golf practice range had positive influence on their expectation congruity. Third, the service quality of screen golf practice range had positive influence on their customer behavior. Fourth, the price fairness of screen golf practice range had positive influence on their customer behavior. Five, the expectation congruity of screen golf practice range had positive influence on their customer behavior. Six, the price fairness and expectation congruity mediated relationship between service quality and the customer behavior.