퍼블릭골프장의 고객관계마케팅과 서비스품질이 고객행동유형에 미치는 영향

Abstract

A study focuses that how the service quality and relation marketing of golf course influence on the golf members` behavioral patterns to abstract the implication of business strategies that not only appeal the customers to still use the golf course but abstract potential customers. We came to following conclusion through analyzing the data of 264 members who have used the golf course where are been operating in the near D city from June 1st to 14th, 2010 by using SPSS ver. 15.0 program. First, there are positive relationship between the customer marketing or the service quality and customers` behavioral patterns. Second, the customer relation marketing of public golf courses influences on customers` stable behavior and social behavior. Third, the marketing through using customer information in public golf courses influences on customers` stable behavior and social behavior. Fourth, the staff service in public golf courses influences on customers` stable behavior and social behavior in positive ways. Fifth, the event service in public golf courses influences on customers` stable behavior and social behavior in positive ways. To successful golf business rationalization that impacts customers` social and stable behavioral patterns, we need to develop marketing strategies for the staff service and the event service through using the customer relation and information.