고객만족과 재구매의도 및 구전효과의 관계

다국어 초록 (Multilingual Abstract)

In running a driving Range, demand surpassed supply and it existed above customers without problems in the past. However, as supply outnumbers demand day by day, excessive supply occurs and they cannot help competing with other establishments in the same field. Also, users` life quality and their expectation on facilities grow high, defining factors of affecting customer satisfaction has become an important variable in profit making of driving Range. Considering the influence of customers` attitude change, repetitive purchase, loyalty and oral effect, it must be one of the most important variables of modern enterprise management. In this sense, this study has a purpose to repurchasing and oral effect by measuring users` satisfaction in their driving Range, make golf ranger manager recognize those factors, and suggest evidence to improve driving Range users` activity satisfaction and life satisfaction. Hereby, this study establishes a hypothetical model based on precedent studies on relationship between customer satisfaction in driving Range, intention of repurchasing and defines relationship between customer satisfaction in driving Range, intention of repurchasing and oral effect. More specifically, this study has a purpose to analyze and define relationship between the subfactors of customer satisfaction in driving Range such as satisfaction in facilities, coaches and employees, intention of repurchasing and oral effect. To achieve these goals, this Study selected driving Rangeusers registered in Seoul metropolitan City in 2000 as a model group, and selected 400 driving Range users using systematic cluster random sampling. In this survey, 352 samples were used for analysis except for the questionnaires omitted in the process of survey or with insufficient loyalty. The contents of the questionnaires used in this study are composed of 5 questions related to socio-demographical characteristics, 24 questions related to customer satisfaction in driving Range, 3 questions related to repurchasing and 3 questions related to oral effect-total 35 questions. As a tool of collecting data, A questionnaire on relationship between customer satisfaction in driving Range, intention of repurchasing and oral effect was used. Une of independent variables-customer satisfaction in golf includes facilities satisfaction(a =.9211), employee satisfaction(a=.8055), coach satisfaction( a=.8978), program satisfaction(a=.6705), and operation satisfaction( a=.7075), and other two variables-intention of repurchasing(a=.9455), oral effect( a =.9268), showed high credibility. For data analysis this study practiced regression analysis using `SPSS win ver 8.0` program. The results of this study based on the methods and analysis stated above are as follows. First, customer satisfaction in golf is related to intention of repurchasing. That is the more customers are satisfied in driving Range, the higher their intention of repurchasing gets. More specifically, subfactors of driving Range-facility satisfaction, employee satisfaction, coach satisfaction, program satisfaction, operation satisfaction are all related to the repurchasing intent. Second, customer satisfaction in driving Range is related to oral effect. That is, the more satisfied with their golf ranger customers are, the higher oral transmission effect gets. Specifically, subfactors of driving Range-facilities satisfaction, employ satisfaction, program satisfaction and operation satisfaction are all related to oral transmission effect. That is, customer satisfaction in driving Range is an important factor of elevating oral transmission effect and intention of repurchasing. More specifically, facilities satisfaction, employee satisfaction, coach satisfaction, program satisfaction, operation satisfaction improve customer satisfaction, and they are important factors of elevating oral transmission effect. Based on these results, driving Range`s managers should devise a strategy to elevate user satisfa