골프연습장의 서비스 품질이 서비스 가치, 고객만족 및 재이용 의도에 미치는 영향

Abstract

The purpose of this study is to investigate the effect of the service quality of a golf driving range on the service value, customer satisfaction and reuse intention. The study subjects were selected from the customers of a golf driving range in Namyangju city in Gyeonggi province. The surveys were carried out on 300 customers by convenience sampling, and finally, the data from total 230 participants were used for analysis. The collected survey data were analyzed by using AMOS 19.0 and SPSS 19.0, in which frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis and structural equation model analysis were used. The results obtained from these research procedures are as follows. First, when the effects of the service quality on the service value were analyzed, only tangibility, reliability, responsiveness, and empathy among the service quality factors have been found to affect the service value. Second, when the effects of the service quality on the customer satisfaction were analyzed, only tangibility, reliability, responsiveness, and assurance among the service quality factors have been found to affect the service value. Third, it was shown that the reuse intention was not affected by the service value. Fourth, it was found that the customer satisfaction affected the reuse intention positively.