골프장 서비스품질인식이 고객만족에 미치는 영향 = The effects of golfclubs' service quality on customer satisfaction

다국어 초록 (Multilingual Abstract)

This study lays its purpose on examining the effects of service quality in golf clubs on customer satisfaction.
A questionnaire survey was conducted for 10 golf clubs located in the Gyeonggi and Daegu areas with simple random sampling.
The survey was conducted for golfers who play golf more than 10 times a year, trying to minimize possible errors which could appear in a questionnaire survey through sufficient education before the survey for employees and interviewees.
The survey was performed during 30 days from September 1 to 30, 2008, distributing a total of 320 questionnaires resulting in 300 returned (return rate 93.75%), and finally 259 questionnaires except inappropriate 5 were used for empirical analysis (acceptance rate 93.33%).
This article has established 3 hypotheses; hypothesis 1: there will be significant differences in service quality in golf clubs according to demographic characteristics, hypothesis 2: service quality in golf clubs will have significant effects on customer satisfaction, and hypothesis 3: service quality in golf clubs will have significant effects on customer satisfaction according to accessibility to the golf clubs.
This study has taken statistical data processing by using SPSS ver. 13.0 through data coding. As methods of statistical data processing, frequency analysis, factor analysis, reliability analysis, descriptive statistics, t-test, variance analysis, correlation analysis, multi regression analysis, and moderated regression analysis were performed.
As a result of empirical study, the first, as a result of analysis on service quality in golf clubs according to the presence and absence of membership among respondents, there showed higher satisfaction regarding reservation among members rather than non-members However it was revealed that there was no significant difference regarding golf courses, management, fees, club houses, carts, and caddies. Accordingly it is necessary for golf clubs to make efforts to improve other services including reservation in order to provide more differentiated services meeting needs among customers with membership cards.
Second, as a result of analyzing service quality in golf clubs according to the gender of respondents, there showed differences in reservation and fees, indicating higher satisfaction among females rather than males regarding both reservation and fees. It could be understood that females often use golf clubs during the daytime in weekdays when males are at work so show higher satisfaction than males regarding reservation. In addition, since golf clubs apply discount policies to users in the daytime and slack seasons, satisfaction with fees also showed higher among females rather than males. It was revealed that there was no statistically significant difference regarding other variables than the two.
Third, as a result of analysis by age, it was found that there were significant differences only regarding caddies, indicating the lowest satisfaction with caddies among persons in their 20s while the highest satisfaction persons in their 40s. It was understood that it was because there were some differences in communication with caddies according to age bands. In the case of persons in their 20s, since they are highly prone to stick to their own opinions, there are many possibilities to have difficulties regarding communication with caddies and make troubles with them. However, persons in the 40s are rather prone to respect caddies' opinions possibly resulting in higher satisfaction with them.
Fourth, as a result of analyzing service quality in golf clubs according to users' occupations, there showed differences regarding reservation and fees, resulting in the highest satisfaction with reservation among housewives while the lowest satisfaction among professionals and self-employers. It is natural for professionals and self-employers to have difficulty to make reservation because they largely want it in the golden time. However, since housewives can play golf using spare time more freely compared to other workers, they may make reservation more easily. In the case of fees, satisfaction with it was higher among workers in the field of service/education while lowest in the field of self-employment.
Fifth, as a result of analyzing service quality by monthly household income, there showed differences regarding golf courses, management, and carts, resulting in higher satisfaction with golf courses among persons with 500 million won and higher income rather than with income lower than 500 million won. In the case of management, higher satisfaction with carts showed among persons with monthly income 500-700 million won and with 900 million won and higher income rather than other income groups. This would tell that the more income customer have, the more they lay stress on golf courses, management, and carts, and accordingly they seek quality golf clubs for superior services resulting in higher satisfaction with quality and service. Therefore, golf clubs should make more efforts regarding golf courses, management, and cart services.
Sixth, as a result of service quality analysis in golf clubs by years of experience in playing golf, there showed no difference regarding all of the variables.
Seventh, as a result of analyzing service quality in golf clubs by the number of time of playing golf a year, there showed higher satisfaction among golfers using golf clubs 11-15 times and more than 20 times rather than other golfer groups, while showing no statistically significant difference regarding other variables. This means that the more frequent use of golf clubs golfers make, the more they lay emphasis on golf courses. Accordingly golf clubs should do their best to improve customer satisfaction with golf courses.
Eighth, as a result of analyzing service quality in golf clubs by levels of golf, in terms of golf courses, groups at higher than the elementary levels showed higher satisfaction, while regarding management, elementary groups showed the highest satisfaction and advanced groups showed the lowest satisfaction, indicating that the more levels they are in, the more they use superior quality golf clubs with more difficult courses, resulting in higher using-fees and accordingly lower satisfaction with the fees. There was no statistically significant difference regarding other variables.
Ninth, as a result of testing the hypotheses, it was revealed that golf club service quality factors affecting on customer satisfaction were golf courses, management, fees, club houses, and caddies. Among these, club houses were found to have the highest effects on customer satisfaction. This would tell that many golfers want to use more cozy and comfortable club houses where they can take a not only physical but also psychological rest. Accordingly, golf clubs are required to be equipped with convenient and leisure facilities for golfers. Following it, fees, management, caddies, and golf courses were affecting customer satisfaction in order.
Tenth, as a result of conducting analysis to find out the moderating effects of accessibility to golf clubs regarding the effects of service quality in golf clubs on customer satisfaction, it was found that both actual distance and perceived distance showed negative moderating effects. In addition, it was revealed that perceived distance showed larger moderating effects than actual distance. This finding is consistent with the results from Kim Hyeon-jun (1999) that golf clubs which are near customers and equipped with better facilities attract many customers despite its higher fees, while ones located far from customers and have worse facilities can not attract many customers despite its lower fees. Therefore, golf clubs are necessary to manage its own shuttle buses and have a linkage system to the public transportation system in order to improve accessibility from customers.
This study has some limitations as the following, and accordingly suggests directions for future research.
First, this study has a limitation regarding the generalization of the results due to conducting research for golf clubs only located in the Gyeonggi and Daegu areas. To address this problem, future research is necessary to preform study at the nationwide level so to analyze results compared with the results of this study.
Second, these results did not distinguish members and non-members regarding their general characteristics. Accordingly, future research should analyze differences in relations among research units by dividing respondents into members and non-members.
Third, this study on the golf club service quality and satisfaction did not employ the longitudinal approach. Therefore future research is necessary to use time-series methods in order to understand how the relations showed stepwise changes over time.

목차 (Table of Contents)

• 제 1 장. 서론 = 1
• 제1절. 문제의 제기 및 연구목적 = 1
• 제2절. 연구의 방법 및 범위 = 4
• 제 2 장. 이론적 고찰 = 6
• 제1절. 서비스의 개념 = 6
• 1. 서비스의 정의 = 6
• 2. 서비스의 특성 = 7
• 제2절. 서비스품질의 개념 = 12
• 1. 서비스품질의 정의 = 12
• 2. 서비스품질의 결정요인 = 14
• 3. 서비스품질을 결정하는 네 단계 = 18
• 4. 서비스품질의 측정모형 = 19
• 5. 서비스품질의 평가방법 = 36
• 6. 기타연구의 서비스품질 평가방법 = 43
• 7. 서비스품질 요인 연구 = 49
• 제3절. 고객만족의 개념 = 50
• 1. 고객만족의 정의 = 50
• 제 3 장. 연구 및 조사 = 53
• 제1절. 연구설계 = 53
• 1. 연구모형 = 53
• 2. 가설의 설정 = 54
• 제2절. 조사설계 = 56
• 1. 표본의 설계 = 56
• 2. 변수의 조작적 정의 = 57
• 3. 설문의 구성 = 58
• 4. 자료 분석 방법 = 59
• 제 4 장. 실증조사 결과의 분석 = 61
• 제1절. 표본의 인구통계적 특성 = 61
• 제2절. 측정변수의 신뢰도 및 타당성 검증 = 62
• 제3절. 연구가설의 검증 = 67
• 1. 가설1의 검증 = 67
• 2. 가설2의 검증 = 75
• 제 5 장. 결론 = 77
• 제1절. 연구의 요약 및 시사점 = 77
• 제2절. 연구의 한계점 및 미래연구의 방향 = 80
• 참고문헌 = 82
• 설문지 = 88
• ABSTRACT = 94