골프연습장 이용자의 서비스품질 지각과 충성도와의 관계

다국어 초록 (Multilingual Abstract)

The purpose of this study is to define the relation between customers' recognition of quality of service of an outdoor driving range and their loyalty. The population was customers of outdoor driving range in Choongchung province who were over 20 years of age, and 490 samples(male:334, female:156) were selected using stratified cluster random sampling.
Methodologies in Kim's research(2001) were used to survey recognition of quality of service and methodologies in Park's research(2004) were used to survey customers loyalty.
With collected data, frequency analysis, factor analysis, reliability analysis), t-test, one-way ANOVA and Scheffe and multiple regression analysis were done according to purposes of analysis using SPSS 12.0 program.
The result of the analysis is as follows.
Firstly, the relation between customers' recognition of quality of service of an outdoor driving range and their loyalty is varied according to demographical factors.
Secondly, customers' recognition of quality of service of an outdoor driving range affects the customers loyalty.

목차 (Table of Contents)

• I. 서론 = 1
• 1. 연구의필요성 = 1
• 2. 연구의목적 = 3
• 3. 변인 및 가설 = 4
• 4. 용어의 정의 = 5
• 5. 연구의 제한점 = 6
• II. 이론적배경 = 7
• 1. 골프장 시설의 종류와 운영형태및 현황 = 7
• 2. 서비스품질 지각 = 11
• 3. 충성도의 개념 = 18
• III. 연구방법 = 24
• 1. 연구대상 = 24
• 2. 조사도구 = 25
• 3. 본 연구의 타당도와 신뢰도 = 26
• 4. 조사절차 = 30
• 5. 자료처리 = 30
• IV. 결과 및 논의 = 32
• 1. 결과 = 32
• 1) 인구통계학적 특성에 따른 서비스품질 지각의 차이 = 32
• 2) 실외 골프연습장 이용자의 서비스품질 충성도의 관계 = 37
• 2. 논의 = 41
• V. 결론 및 제언 = 45
• 1. 결론 = 45
• 2. 제언 = 46
• 참고문헌 = 47
• Abstract = 50
• 부록 = 52