골프장 서비스품질에 대한 중요도와 고객만족도가 행동의도에 미치는 영향

Abstract

This research's purpose is to find out the importance and satisfaction for service quality of golf course and how the satisfaction effects on the behavioral intention to effectively manage golf course and give them suggestion. The subjects of the study were selected from who use the golf course located in jeju-do, and 312 surveys are answered and used for this research by Factor analysis, Reliability, t-test, ANOVA and Duncan test and Regression Analysis. The results are as follows.

1. In importance for golf service quality's factors, course, caddie and the progress of game factors are highly regarded. But price, reservation and staff factors are underestimated. The importance for golf service quality factor are effected by demographic character.

2. In satisfaction for golf course service quality's factors, course, geographic, reservation, caddie, and staff factors are satisfied, but price and game progression factors are terribly dissatisfied to golf players. The satisfaction for golf course service quality's factors are effected by demographic character. 3. There is difference between importance and satisfaction for golf course service quality on all of the factors, except transport and staff of pro-shop. Especially, green-fee, greenㆍfairwayㆍgrass condition, tee-off time interval, and staff of game progression factors have significant difference between importance and satisfaction. This is because the satisfaction for them is remarkably low in comparing with the importances.

4. In the relationship between satisfaction and revisit intention, the satisfaction positively effects on the revisit intention. The effectible factors are green-fee, hazardㆍbunker condition, distance to golf course and game(play) speed.

5. In the relationship between satisfaction and intention of recommendation, the satisfaction positively effects on the intention of recommendation. The effectible factors are greenㆍfairwayㆍgrass condition, hazardㆍbunker condition, staff of sauna. and game(play) speed.