Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Comparison of structure modeling with perceived service quality, reason of selection, satisfaction and loyalty of consumers by type of driving range

골프연습장 유형에 따른 서비스품질 및 선택이유와 고객만족, 충성도의 구조모형 비교

  • Shin, Min-Chul (Department of Protection Science, Kyungwoon University) ;
  • Park, Keun (Department of Health Service Management, Kyungwoon University) ;
  • Ka, Kyung-Hwan (Department of Protection Science, Kyungwoon University)
  • 신민철 (경운대학교 경호학부) ;
  • 박근 (경운대학교 의료경영학과) ;
  • 가경환 (경운대학교 경호학부)
  • Received : 2014.02.12
  • Accepted : 2014.06.12
  • Published : 2014.06.30
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Abstract

This study examined the relationship among service quality perceived by consumers according to the types of driving ranges(I: indoor and outdoor), market segmentation, the reason for choice of the driving range, customer satisfaction and loyalty and analyze their causal relationship. To reach this goal, this study conducted a questionnaire research for consumers of driving ranges by dividing it into the indoor and outdoor ranges. The quest-factor analysis(SPSSWIN Ver 13.0), the confirmatory factor analysis and the structural equation modeling method (AMOS 6.0) were used to analyze the data collected for this study. Based on the findings of this study, the following conclusions were drawn: The reason for the choice in both indoor driving and outdoor driving had no direct influence on the customer loyalty, but it had an indirect influence on the customer loyalty through customer satisfaction and service expectation. In addition, the service expectation had a direct influence on the customer loyalty in both indoor driving and outdoor driving. Therefore, the customer satisfaction in both indoor driving and outdoor driving serve as a significant mediating variable to reinforce the relationship between the service quality and customer loyalty.

본 연구는 골프연습장의 유형에 따라 소비자가 지각하는 서비스기대 및 품질, 골프연습장 선택이유, 고객만족 및 고객충성도와의 인과관계를 규명하고, 그 차이를 분석하고자 서울시와 경기도, 부산시, 대구시, 광주시 소재 골프연습장을 이용하는 소비자들을 대상으로 조사한 후 다음과 같은 결론을 얻었다. 실내 외 골프연습장의 선택이유는 고객충성도에 직접적인 영향을 미치지는 않으나 고객만족과 서비스기대를 통해 고객충성도에 간접적인 영향을 미치는 것으로 나타났다. 서비스품질의 경우 실내골프연습장은 실외골프연습장과 다른 차별화된 서비스를 제공할 필요가 있다. 실내 외 골프연습장 모두에서 고객만족은 서비스품질과 고객충성도의 관계를 강화시켜 주는 중요한 매개변수로 나타났다. 이상의 결과 급속하게 증가하고, 다양화하는 골프연습장의 신규와 재방문을 높이기 위해서는 차별적인 서비스 제공과 운영관리 등을 통해 골프연습장의 긍정적 이미지와 충성도, 만족도 등을 창출하여야 하고, 고객만족 경영을 위하여 이를 지속적으로 관리해야 할 것으로 사료된다.

Keywords

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