골프장 서비스 특성이 이용자 만족에 미치는 영향

Abstract

The purpose of this study is to examine the Golf service quality and analyze the difference between Seoul and Jeju in service quality of golf course. And then to suggest the level of service perception about provided services in the golf course and to present the way to increase a satisfaction and revisit of visitors. To accomplish the objective of this study, the theoretical reviews and empirical analysis were carried out together. On the basis of the theoretical reviews, service quality of Golf course were composed of characteristics for users and to fine the relationship the decision factor and customer satisfaction. The data collection of this study was performed as the subject of Golf course users in Seoul and Jejudo areas from April 19 to 25. Data for this study were obtained by using convenience sampling technique from samples of customers(n=386) at golf courses located in Jejudo and Seoul. Using a series of one-way analysis of Variance(ANOVA), t-test, and Multiple regression, Research hypotheses were tested. The data were recorded and analyzed using the SPSS12.0 statistical computer package.

The findings of this study can be summarized as follows: First, there are 6 factors for Golf service on the 35 items. All of selected items were 35, but excluded invalid item, so remain 28 items. The collected items were statistically analyzed for factor analysis and finally 6 factors came out. So golf course service factors were called caddie, game progress, condition of accessibility, fee, course and result is as follows. Second, that factor were significantly difference as users' the character and propensities except for gender and using object. Third, it was showed that golf course service factors significantly influence customer satisfaction. In short, it has been confirmed that higher golf course service had the positive satisfaction. Also golf course users' satisfaction significantly influences revisit. This study showed that golf course service had different effect on the satisfaction between seoul and jeju. According to the individual characteristics and propensities, they had an important of golf course service. Like this result suggest many things to business proprietors or marketers.