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This study focus how caddy service qualities can affect customer satisfaction and loyalty. To get the aim of the study, some hypotheses were set up and a survey was conducted to verify them. According to the results, there was significant meaning between service qualities of caddy and customer satisfaction and loyalty. Especially, tangibles in service qualities of caddy has the biggest effect on customer satisfaction and loyalty. It seems that customer can evaluate tangible factor easily than other factors. So, it has an effect on the customer satisfaction directly. Second, tangibles, reliability, empathy, assurance have significant effects on customer loyalty not only indirectly but also, directly. Third, customer satisfaction has a positive effect on attitudinal loyalty and behavioral loyalty. So, to repurchase and recommend, it is important to satisfy the customer, first of all. So, golf service companies should plan various marketing strategies to survive in such a high competitive industry.



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Caddy Service, Service Quality, Customer Satisfaction, Loyalty