Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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The Effect of Service quality on Customer satisfaction and Behavior intention of Screen Golf

스크린골프의 서비스품질이 고객만족 및 행동의도에 미치는 영향

  • Received : 2020.07.28
  • Accepted : 2020.08.31
  • Published : 2020.08.31
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Abstract

The purpose of this study was to examine the effect of service quality on customer satisfaction and behavior intention of screen golf. Also emphasized the importance of service quality and tried to identify the mediating role between customer satisfaction and behavior intention. The 485 person who experienced purchasing behavior of screen golf were analyzed and chosen from located in Korea. For the purpose of this study, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, simple regression and multiple regression analysis of SPSS Statistics ver. 20 were performed. The research results of this study indicate that First, service quality had a significant influence on customer satisfaction in order of facilities, services, human resources and prices. Second, customer satisfaction had a significant influence on behavior intention. Third, service quality had a significant influence on behavior intention in order of facilities, price, service and human resources.

국내 스크린골프의 서비스품질이 고객만족 및 행동의도에 미치는 영향력을 이론적으로 규명하여 서비스품질에 대한 중요성을 강조하는 한편, 서비스품질과 행동의도 간에 고객만족이 어떠한 매개적 역할을 하는지를 확인하고자 하였다. 따라서 스크린골프 경험이 있는 20세 이상 성인을 대상으로 설문조사를 수행하였으며, 총 485명의 자료를 최종 분석에 사용하였다. 자료처리는 SPSS statistics 20 통계분석 프로그램을 이용하여 조사대상자 특성을 파악하기 위한 빈도분석, 조사도구의 타당도 및 신뢰도 검증을 위한 탐색적 요인분석, 신뢰도 분석, 요인 간의 관계 및 영향력을 알아보기 위한 상관분석, 단순회귀와 다중회귀 분석을 실시하였다. 분석결과 첫째, 스크린골프 서비스품질은 시설, 서비스, 인적 자원, 가격 순으로 고객만족 요인에 통계적으로 유의한 영향이 있는 것으로 나타났다. 둘째, 스크린골프 고객만족은 행동의도 요인에 통계적으로 유의한 영향이 있는 것으로 나타났다. 셋째, 스크린골프 서비스품질은 시설, 가격, 서비스, 인적 자원 순으로 행동의도 요인에 통계적으로 유의한 영향이 있는 것으로 나타났다.

Keywords

References

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