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실외 골프 연습장의 마케팅 믹스와 고객만족, 고객태도 및 고객충성도의 구조적 관계
손호석,김유진,안창식 한국스포츠학회 2011 한국스포츠학회지 Vol.9 No.4
The purpose of this research is to examine the structural relationship of the marketing mix and customer satisfaction, customer attitude, and customer loyalty of outdoor golf ranges. To achieve this purpose, the questionnaires on the marketing mix, customer satisfaction, customer attitude, and customer loyalty were distributed to 222 persons who had registered for more than 3 months as a member of 4 outdoor golf ranges located in Gyeongi-do and Chungcheong-do and were collected and used as data for this research. The collected data were analyzed using SPSS 15.0 and AMOS 7.0 statistical programs to fit this research purpose, and the results of the analysis are as follows. In the marketing mix of the outdoor golf ranges, it was found that place affected customer satisfaction, products affected customer attitude, customer satisfaction affected customer attitude, and customer attitude affected customer loyalty. Particularly, place, price, and products in the marketing mix affected customer satisfaction and customer attitude and had indirect effects on customer loyalty, so the structural relationships were found that in order to enhance customer loyalty through products, place, and price of the outdoor golf ranges, they should have positive effects on customer satisfaction and customer attitude. Accordingly, the conclusion was derived that the persons concerned operating outdoor golf ranges should choose appropriate directions that customers need from the aspects of place, price, and products in the marketing mix, and satisfy customers and change their attitude to enhance customer loyalty to vitalize their business operation.
손호석,안창식,홍성섭,이준우 한국골프학회 2010 골프연구 Vol.4 No.2
The purpose of this study was to the prediction of the visitors of the regional golf course. Especially the visitor' prediction of the regional golf course has meaning the financial policy making, allots a buget of golf course. It is important a task because it will be able to apply with baseline data. So this study predicts the visitors' prediction of the regional golf course until 2011. Specially, ARIMA models of time series analysis is better short-term prediction in the demand forecast technique. To examine visitors’ prediction, it used the data what provides from the data of a morgue of korea golf course business association home page. Namely, the first time series analysis started to select an ARIMA model by a basic process of model set. And the result which predicts visitors of the regional golf course by the estimation process of a parameter, forecast index for 1 year has shown the decreasing pattern. or It must be noted that the rate of change in golf course of Gyeonggi‘s Province were presented significant difference. Like this result, the problem (a selection of independence variable or of trend analysis of some data) which is presented from statistical technique of demand forecast in past will be able to overcome. Therefore scientific prediction model make an accurate estimate visitors by high reliability. The official organizations are always interested in the visitors’ inflow.