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본 연구는 목적은 골프연습장의 서비스품질 요인이 고객만족을 매개변인으로 하여 궁극적으로 고객충성도에 미치는 영향력의 인과구조를 파악하는 데 있다. 이것을 위하여 전북지역 골프연습장 이용자 388명을 대상으로 수집한 자료를 공분산 구조분석을 통하여 분석한 결과 다음과 같은 결론을 도출하였다. 첫째, 골프연습장의 6가지 서비스품질 요인 즉, 시설요인, 이용요금요인, 레슨요인, 운영요인, 접근용이성요인, 프로모션요인 중에서 시설요인, 레슨요인, 접근용이성요인, 프로모션요인이 고객만족에 유의한 영향을 미치는 것으로 나타났다. 둘째, 고객만족은 고객충성도에 유의한 영향을 미치는 것으로 나타났는데, 이것은 골프연습장의 고객만족이 재구매 의사가 있고 타인추천의사가 있다는 것을 의미한다. 셋째, 골프연습장의 서비스품질 평가에 따른 고객만족이 궁극적으로 고객충성도에 영향을 미치는 것으로 나타났다.


This purpose of this study was made by exploring relations between service quality for customers of golf training facility and customer satisfaction and loyalty. To that end, population that is over 20 years adults using golf training facility in Jeonbuk area is established. 430 samples were selected with stratified cluster random sampling method and fanally 388 samples were used for this study. The statistical methods for this study were descriptive analysis, validity, reliability, and correlation analysis using SPSS/PC+Windows 15.0 and analysis of covariance structures using LISREL 8.52. The major results of this study were as follows. In relationship between the facility factor of service quality and customer satisfaction, facility factor gave a significant impact on customer satisfaction. In relationship between the expense factor of service quality and customer satisfaction, expense factor didn't give a significant impact on customer satisfaction. In relationship between customer satisfaction and customer loyalty, customer satisfaction gave a significant impact on customer loyalty. As sequence of above, it was found that customer satisfaction acted as the significant mediating variable to reinforce the relationship between service quality and customer loyalty.