골프장 회원권 유무에 따른 내장객 선택속성이 고객만족도 및 재이용 의도에 미치는 영향 (The Effects of Selection Attribute by Golf Course Membership, Customer Satisfaction and Revisit Intention)

서지정보

· 발행기관 : 한국체육과학회
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· 저자명 : 정일미

초록

This study aims to examines golf course’ visitors’ attributes in selecting golf courses(“selection attributes”) and customer satisfaction and their intention to reuse the golf course, according to whether or not golfers have membership for the golf course, to analyze the effects of golf course visitors’ selection attributes on customer satisfaction and intention of reuse according to whether or not to have golf course membership. Towards that end, 330 golfers were sampled. Scales of selection attributes, customer satisfaction, and intention of reuse, whose reliability and validity were verified through pretesting, were used as the survey tool, and subjects were surveyed using the self-evaluation writing method, thus gathering data. Using the SPSS 18.0 and AMOS 18.0 programs, the data underwent descriptive statistical analysis, explorative factor analysis, reliability analysis, correlation analysis, t-test, variance analysis, hierarchical regression analysis, path analysis based on the structural equation model, and multi-group analysis. The findings of this study are outlined as follows: With regard to the effects of selection attributes on customer satisfaction and intention of reuse, selection attributes positively impacted the intention of reuse through customer satisfaction. And, only in the effects of selection attributes on customer satisfaction, whether or not to have golf membership was statistically significant.

영어초록

This study aims to examines golf course’ visitors’ attributes in selecting golf courses(“selection attributes”) and customer satisfaction and their intention to reuse the golf course, according to whether or not golfers have membership for the golf course, to analyze the effects of golf course visitors’ selection attributes on customer satisfaction and intention of reuse according to whether or not to have golf course membership. Towards that end, 330 golfers were sampled. Scales of selection attributes, customer satisfaction, and intention of reuse, whose reliability and validity were verified through pretesting, were used as the survey tool, and subjects were surveyed using the self-evaluation writing method, thus gathering data. Using the SPSS 18.0 and AMOS 18.0 programs, the data underwent descriptive statistical analysis, explorative factor analysis, reliability analysis, correlation analysis, t-test, variance analysis, hierarchical regression analysis, path analysis based on the structural equation model, and multi-group analysis. The findings of this study are outlined as follows: With regard to the effects of selection attributes on customer satisfaction and intention of reuse, selection attributes positively impacted the intention of reuse through customer satisfaction. And, only in the effects of selection attributes on customer satisfaction, whether or not to have golf membership was statistically significant.

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