골프장 고객 만족도가 고객 충성도, 골프장 이미지, 그리고 재방문에 미치는 영향

Abstract

This study was intended to provide the suggestion for marketing plan to enhance the revisit to the golf course through the influencers on the intention to revisit by making the research model with influencers on the golf course visitors`s intention to revisit such as satisfaction, loyalty and image as independent variables. For this purpose, it attempted to conduct frequency analysis and factor analysis of items and conduct the Cronbach`s α test to confirm whether the combination of attributes had internal consistency. The explanatory power of the overall items was presented through the cumulative explanatory power(Cumulative variance ratio) and the detailed analysis of the research hypotheses was conducted. As a result, the following findings were obtained. First, correlation analysis was conducted to analyze the significant relationship between golf course visitors` satisfaction, loyalty and image. Second, correlation analysis was conducted to analyze the significant relationship between golf course visitors` satisfaction, loyalty and image and intention to revisit. Fourth, multiple regression analysis was conducted to identify the relationship between golf course visitors` satisfaction, loyalty and image and intention to revisit. Based on the study results, this study attempted to present the following suggestions. Therefore, it is necessary to provide the optimal facility, provide golf course visitors with the service quality they wasn`t through market research and make an integrative preparation for diversified and differentiated programs, employee and operation management and pricing. And to consider the plan to enhance the intention to revisit by analyzing golf course visitors` satisfaction. image and loyalty regularly. Also, It is necessary to attempt the CRM that can make practical use of database(DB) of information on customers`s trivial matters. And it is necessary to consider the effective positioning plan that adjust or emphasize the existing market through evaluation on and comparison with competitors.