실외골프연습장 이용자의 고객만족도 요인에 따라 재구매의도 및 구전의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

At this time of increasing the importance of customer satisfaction index over the service in outdoor driving range day by day, this study was to a fundamental data required for strategy of marketing of outdoor driving range by analyzing and investigating the relationship between the sub-factors of customer satisfaction index and the action of re-purchasing. The primary purpose of this study was to make clear the difference of outdoor driving range users' satisfaction depedding on personal preferences. The results were analyzed through the T-test, One way Anova and data analyses were as follows. 1. There is difference in satisfaction index and the intention of re-purchasing of customers who are users of driving range according to the users' sex. 2. There is difference in satisfaction index and the intention of re-purchasing of customers who are users of driving range according to the users' age. 3. There is difference in satisfaction index and the intention of re-purchasing of customers who are users of driving range according to the users' educational background. 4. There is difference in satisfaction index and the intention of re-purchasing of customers who are users of driving range according to the users' job. 5. There is difference in satisfaction index and the intention of re-purchasing of customers who are users of driving range according to the users' income.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 3
• 3. 연구의 가설 = 3
• 4. 용어의 정의 = 4
• 5. 연구의 제한점 = 5
• Ⅱ. 이론적 배경 = 6
• 1. 한국 골프의 역사와 대중화 = 6
• 2. 골프 연습장 = 11
• 3. 고객만족도 = 15
• 4. 재구매의도 및 구전의도 = 18
• 5. 선행연구 = 21
• Ⅲ. 연구방법 = 23
• 1. 연구대상 = 23
• 2. 연구의 절차 = 25
• 3. 조사도구 = 25
• 4. 조사방법 = 28
• 5. 자료처리 = 28
• Ⅳ. 연구결과 = 29
• 1. 인구통계학적 특성에 따른 고객만족도요인에 대한 차이분석 = 29
• 2. 고객만족도 요인에 따른 재구매의도에 미치는 영향 = 42
• 3. 고객만족도 요인에 따른 구전의도에 미치는 영향 = 43
• Ⅴ. 논의 = 44
• 1. 인구통계학적 특성과 고객만족도요인의 차이 = 44
• 2. 고객만족도 요인에 따른 재구매의도에 미치는 영향 = 46
• 3. 고객만족도 요인에 따른 구전의도에 미치는 영향 = 47
• Ⅵ. 결론 및 제언 = 49
• 1. 결론 = 49
• 2. 제언 = 51
• 참고문헌 = 53
• ABSTRACT = 58
• 설문지 = 60