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        골프장 내장객의 서비스품질이 고객만족도에 미치는 영향

        조성진(Cho, Sung-Jin),이준우(Lee, Jun-Woo),정일미(Jung, Il-Mi) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.2

        For the golf course industry to overcome intense competition and strengthen competitiveness, it will give practical help for golf course managers to provide subdivided information by establishing the difference between the effects of golf course service quality on customer service and its relative effects in consideration of the levels of athletic performance. From this perspective, this research presented the ways of reinforcing competitiveness for customers by establishing the difference between the groups of professional and amateur golfers in the effects of service quality for golf course visitors on customer satisfaction. To achieve this research purpose, the data were collected from a total of 391 golfers comprising 141 professionals and 250 amateurs. For research tools, the questionnaires of individuals’ characteristics along with the questionnaires composed of service quality and customer satisfaction scales were used and the data were collected using the self-assessment method and analyzed using the statistical analysis program. The results of the analysis are as follows. First, the service quality for golf course visitors(service, course, cost, convenience) had positive effects on customer service(cost, staff members, service, facilities). Second, there were differences between the groups of professional and amateur golfers in the effects of service quality for golf course visitors on customer satisfaction. Accordingly, the service quality is an important factor for raising the customer satisfaction of golf curse visitors and the managers should make efforts to improve die service quality. However, since the effects differ according to the levels of athletic performance, the conclusion derived was that it is desirable to provide the service equipped with customized management strategies in which the individuals’ characteristics are classified.

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