골프연습장 이용고객의 만족도가 재 구매의도에 미치는 영향 = (A) Study on the effect of the customer satisfaction index and the intention of re-purchasing of customers who are users of driving range

다국어 초록 (Multilingual Abstract)

At this time of increasing the importance of customer satisfaction index over the service in driving range day by day, this study is to provide a fundamental data required for strategy of marketing of driving range by analyzing and investigating the relationship between the sub-factors of customer satisfaction index like these the satisfaction for facility, service, coaches, program, operating system, and the intention of re-purchasing.
To reach this goal, 450 sheets of questionnaires were distributed to male ＆ female adults who were users a driving range by using purposed sampling after selecting eight (8) indoor and outdoor driving ranges in five areas-which were Haeundae gu, Yeonje gu, Nam gu, Jin gu, Buk gu located in Busan metropolitan city. 417 sheets of questionnaires were selected out of 450 sheets distributed excluding 33 questionnaires which were no-response and be responded improperly.
The collected data was conducted by factor Analysis, Frequency Analysis, Correlation Analysis, Regression Analysis of Stepwise method, and One-way ANOVA with using SPSS for win V10.0 statistic program, and Scheffe's posterior test was conducted in the case that there is significant difference.
Through above study procedures, the conclusions were reached as follows;
1) In the factor of difference of customer satisfaction index according to the demographic characteristics, the difference of customer satisfaction index based on income, the income earners 4~5million won were shown high level than the income earners 3~4 million won in the matter of operating system.
The difference of purchasing satisfaction index based on occupation type was shown high level general white-collar jobs, service jobs, administrative management jobs, self-employed, public servants, professionals, housewives, in order.
2) In the difference of customer satisfaction index based on using type and the difference of purchasing satisfaction based on carrier with using driving range, the users who has experienced less six months were shown higher level in the factor of facilities than the users who has experience 3 years to 4 years. The difference of purchasing satisfaction based on using frequency of driving range weekly, the users one or two days are shown higher level than the users five days or six days in the factor of coaches. In the difference of customer satisfaction index based on the member's type in driving range, the user who are daily member has higher level in the factor of officer than the user who are coupon member, the user who are monthly member has higher level than the user who are coupon member in the factor of operating system.

목차 (Table of Contents)

• 목차 = ⅰ
• 표목차 = ⅲ
• 그림목차 = ⅴ
• Ⅰ. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 3
• 3. 연구문제 = 3
• 4. 연구의 제한점 = 3
• Ⅱ. 이론적 배경 = 4
• 1. 한국 골프의 역사와 대중화 = 4
• 2. 골프 연습장의 개요 = 10
• 3. 고객 만족도 = 13
• 4. 골프 연습장의 재 구매의도 = 19
• Ⅲ. 연구 방법 = 22
• 1. 연구대상 = 22
• 2. 연구의 절차 = 24
• 3. 조사 도구 = 25
• 4. 조사 방법 = 29
• 5. 자료처리 방법 = 29
• Ⅳ. 연구 결과 = 30
• 1. 인구 통계학적 특성에 따른 구매 만족도의 차이 = 30
• 2. 이용 유형에 따른 고객 만족도의 차이 = 35
• 3. 고객 만족도와 재 구매의도의 관계 = 40
• Ⅴ. 논의 = 56
• 1. 인구 통계학적 특성에 따른 구매 만족도의 차이 = 56
• 2. 이용 유형에 따른 구객 만족도의 차이 = 58
• 3. 고객 만족도가 재 구매의도에 미치는 영향 = 59
• Ⅵ. 결론 및 제언 = 63
• 1. 결론 = 63
• 2. 제언 = 64
• 참고문헌 = 65
• Abstract = 69
• 부록 = 72