Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Effects of Service Quality of the Indoor Golf Practice Facility on Customer Satisfaction, Customer Loyalty and Intention to Repurchase : Verification of Mediating Effect on Customer Satisfaction and Customer Loyalty

실내골프연습장의 서비스품질이 고객만족, 고객충성도 및 재등록의사에 미치는 영향 : 고객만족과 고객충성도의 매개효과 검증

  • Lee, Sheng Yen (Dept. of Sports Science, Kyonggi University) ;
  • Park, Kyoung Shil (Dept. of Sports Science, Kyonggi University) ;
  • Cong, Rui (Dept. of Leisure Sports of Graduate School, Kyonggi University)
  • 이승은 (경기대학교 스포츠과학부) ;
  • 박경실 (경기대학교 스포츠과학부) ;
  • 총루이 (경기대학교 일반대학원)
  • Received : 2018.08.22
  • Accepted : 2018.10.20
  • Published : 2018.10.28
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Abstract

This study aims to establish effects of service quality of the indoor golf practice facility on customer satisfaction, customer loyalty and intention to repurchase. Consumers using indoor golf practice facility were selected as the target population of this study, and 238 individuals were extracted by convenience sampling and administered a survey. The results are as follows. First, facility, process, instructor positively influence customer satisfaction. Second, facility, instructor positively influence customer loyalty. Third, facility, process, instructor positively influence intention to repurchase. Fourth, customer satisfaction positively influence intention to repurchase. Fifth, customer loyalty positively influence intention to repurchase. Sixth, customer satisfaction mediated service quality of indoor golf practice facility and intention to repurchase. Finally, customer loyalty partly mediated service quality of indoor golf practice facility and intention to repurchase.

본 연구는 실내골프연습장의 서비스품질이 고객만족, 고객충성도가 재등록의사에 미치는 영향을 알아보기 위하여 이루어졌다. 본 연구의 대상은 실내골프연습장을 이용하고 있는 고객들을 대상으로 하였으며, 자료수집은 편의표본추출법에 의하여 수집된 설문지 중 238부를 실제 자료처리에 사용하였다. 본 연구의 결과는 다음과 같다. 첫째, 서비스품질의 모든 하위요인이 고객만족에 정적인 영향을 미쳤다. 둘째, 서비스품질 하위요인 중 시설과 지도자만 고객충성도에 영향을 미쳤다. 셋째, 서비스품질의 모든 하위요인이 재등록의사에 정적인 영향을 미쳤다. 넷째, 고객만족은 재등록의사에 정적인 영향을 미쳤다. 다섯째, 고객충성도는 재등록의사에 정적인 영향을 미쳤다. 여섯째, 고객만족은 서비스품질과 재등록의사 관계에 있어서 매개역할을 하는 것으로 나타났다. 마지막으로, 고객충성도는 서비스품질과 재등록의사의 관계에 있어서 부분적으로 매개역할을 하는 것으로 나타났다.

Keywords

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