골프장 서비스에 대한 소비자 행동 특성

다국어 초록 (Multilingual Abstract)

This study was intended to provide the suggestion for marketing plan to enhance the revisit to the golf course through the study on the consumption behavior trait on golf course service. For this purpose, it attempted to conduct frequency analysis and factor analysis of items and conduct the cronbach's α test to confirm whether the combination of attributes had internal consistency. The explanatory power of the overall items was presented through the cumulative explanatory power(Cumulative variance ratio). As a result, the following findings were obtained. Based on the study results, this study attempted to present the following suggestions. Therefore, it is necessary to provide the optimal facility, provide golf course visitors with the service they wasn't through market research and make an integrative preparation for diversified and differentiated programs, employee and operation management and pricing. And to consider the plan to enhance the intention to revisit by analyzing golf course visitors' satisfaction. Also, It is necessary to attempt the CRM that can make practical use of database(DB) of information on customers's trivial matters. And it is necessary to consider the effective positioning plan that adjust or emphasize the existing market through evaluation on and comparison with competitors.

목차 (Table of Contents)

• ABSTRACT
• I. 서론
• 1. 연구목적
• II. 연구방법
• 1. 연구대상 및 표집방법
• 2. 측정도구
• 3. 자료처리
• III. 연구결과
• 1. 국내 골프장 이용객의 개인적 특성
• 2. 국내 골프장 이용객의 일반적 특성
• 3. 국내 골프장 서비스 하위요인별 만족도
• 4. 전반적인 골프장 서비스 만족도
• IV. 논의
• V. 결론 및 제언
• 참고문헌