골프연습장의 서비스품질 중요도 - 성취도와 기대불일치, 전환행동과의 관계분석

Abstract

The purpose of this study is to present the subdivided consumption behavior of service quality in golf driving ranges by comparing and analyzing the pre-registration importance and post-registration achievement of a golf driving range to measure multi-dimensional service quality and analyzing the relationship between these factors and expectancy disconfirmation, switching benefits, and switching behavior through the structural equation model. In order to achieve this purpose, sampling was conducted with participants who registered for gold driving ranges in Gwangju and Jeollanam-do from November 16, 2009 to March 15, 2010 using the convenience sampling method. Moreover, structural equation model were used to analyze results. Finally the following conclusion was derived. First, in the relationship model between importance of service quality, expectancy disconfirmation, and switching behavior in the consumers of golf driving ranges, it was found that tangibles, reliability, assurance, and empathy had an effect on expectancy disconfirmation; expectancy disconfirmation, on switching intent; and switching benefits, on switching intent. Second, in the relationship model between achievement of service quality, expectancy disconfirmation, and switching behavior in the consumers of golf driving ranges, it was found that reliability, responsiveness, and empathy had an effect on expectancy disconfirmation; expectancy disconfirmation, on switching intent; and switching benefits, on switching intent.