실외 골프연습장의 서비스품질과 입지품질이 고객만족과 재 이용의도에 미치는 영향

목차 (Table of Contents)

• The increase of income and the improved living standard have interested people in the various types of leisure and sports activities. Furthermore, the settlement of 5 working days per week has rapidly increased the demand of Golf sport. There have been so many researches on the Golf practice range so far but yet there is few detailed researches conducted on the service quality and the conditions of location. Thus, the purpose of this research is to formulate a scheme on how to enhance the competitivity of the Golf practice range by analyzing the impacts of these two factors on the customer satisfaction and the reuse intention.
• This research has executed data analysis and a covariance analysis with a structure equitation utilizing Amos program. In consequences, the research proves that both of the service quality and the conditions of location make direct influences in customer satisfaction and especially, the conditions of location is an important factor to influence the customers’ reuse intention. However, the research shows that the service quality makes indirect influence in the customers’ reuse intention. It is possible that this result is different from other researches in the point that the objects are limited to a few outdoor golf practice ranges. On the other hand, the result shows that the customer satisfaction is the factor that influences directly the intention of reuse and its connection between the customer satisfaction and the intention of reuse is the most important. Looking into the path coefficient of the service quality, the most important factor of the service quality was ‘the active response’, and ‘the expected service’ and ‘the additional service’ came thereafter. In other words, when the attitudes toward customers are positive and active, customers tend to take the service favorable. Looking into the path coefficient of the conditions of location, the most important quality factors for the customers was ‘the physical environmental factor’ and ‘the accessibility’, and ‘the awareness of location of the golf practice range’ was the secondly important factor. ‘
• The physical environmental factor means convenient facilities, the nature, various kinds of subsidiary facilities and the place where families could spend time together.
• In conclusion, the competition has become stronger as more and more outdoor golf practice ranges enters into the market and users are demanding higher quality of service and better conditions of location. Therefore, it is considered that the outdoor golf practice ranges could put down roots as the beloved sports facilities only when they provide with the high quality of service and the best conditions of location.
• This research is significant in the point that it has dealt with the conditions of location which is an important part of the service quality and other related factors separately and that it has conducted a survey on various types of outdoor golf practice ranges with diferrent conditions of location.