골프장내 골프 Shop의 Custom Fitting System 도입시 골퍼 특성별 선택요인 차이분석

다국어 초록 (Multilingual Abstract)

The main purpose of this research was to get some basic strategic information for the golf shop marketing in country clubs especially when the Custom Fitting System was applied. The questionaries were distributed to 250 golfers who were older than 20 years. The obtained data were processed by the statistical methods, such as Frequency, Descriptive, Factor Analysis, and ANOVA test. The results of the research showed that the selecting attributes were analyzed to be five important factors. The knowledge and technique factor was found to be most important, and the trustship between staffs and clients factor was second most important. There were significant differences in the importance level between different demographic and personal variables. And, the analyses of the differences of selecting factors based on the golfers` characteristics were as follows: There were no significant differences of selecting factors between male and female golfers. The golfers whose age were ranged from 20 to 30 seemed to consider the P.R and purchasing varieties as the most important factors. The professional golfers significantly put more importance on the measuring ability factor. And, the golf mania group (who were used to play golf more than 5 times a week) consider the purchasing varieties factor as well as the measuring factor, most important.

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