East Asian Journal of Business Economics (EAJBE) (동아시아경상학회지)

East Asia Business Economics Association (동아시아경상학회)
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The Relationships among Brand Assets, Customer Satisfaction, Brand Trust, and Brand Loyalty related to Golf Products

  • Lee, Jae-Min (Institute of Marketing Studies, sungkyunkwan University)
  • Received : 2019.05.15
  • Accepted : 2019.09.16
  • Published : 2019.09.30
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Abstract

Purpose - In this study, it investigates the relationship among brand asset, customer satisfaction, brand trust, and brand loyalty related to golf products. Research design and methodology - The study was conducted with 500 customers from five indoor and outdoor golf training centers located in Seoul, South Korea. The method of tabulation was developed using a nonprobability convenience sampling and the questionnaire was administered through self-administration. The survey was conducted on-site between July 2018 and August 2018 by four trained researchers, including the researchers. Five indoor golf training centers in Seoul were randomly selected, and a total of 500 samples were collected by radio at each training site. Of the 500 questionnaires collected, 449 were utilized once incomplete questionnaires were removed from the sample. Results - This study was as follows. First, brand asset was a significant predictor of customer satisfaction. Second, customer satisfaction was a significant predictor of brand asset. Third, customer satisfaction was a significant predictor of brand loyalty. Fourth, brand trust was a significant predictor of brand loyalty. Fifth, brand asset was a significant predictor of brand trust. Finally, brand trust was a significant predictor of brand loyalty. Conclusions - First, the results showed that brand assets had a significant impact on customer satisfaction. Second, customer satisfaction was shown to have a significant effect on brand trust. Third, customer satisfaction had a significant effect on brand loyalty.

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