earticle

영어

The aim of this study was to examine the influence of golf course customers' demographic features upon their satisfaction with golf course services and their repurchase intention, the influence of golf course customers' satisfaction with golf course services upon their repurchase intention, and the influence of golf course customers' gender upon their satisfaction with golf course services and their repurchase intention.
Study subjects were 200 members of five golf courses in Gyeonggi-do area as of October 2007 and sampled with the convenience sampling method. A questionnaire survey of them was carried out. Except 28 responses of which contents or reliability were problematic, data of 172 respondents were used in an analysis. Collected data were statistically treated with SPSS Ver. 13.0 Program. And such statistical analysis methods as independent sample t-test, one-way ANOVA, correlation analysis, and multiple regression analysis were used.
Study findings are as follows:
First, a marketing strategy that takes golf players' such demographic characteristics as gender and age into consideration must be established. In particular, a variety of service strategies that can enhance male golf players' repurchase intention must be established. In addition, a variety of programs that can improve younger golf players' satisfaction for a golf course must be developed.
Second, through staff training and development, a golf player's satisfaction for a golf course's human service must be enhanced in order to heighten golf players' repurchase intention.
Third, a strategy that can induce golf players' purchasing behavior must be established by taking such demographic characteristics as gender and age into consideration. In addition, by diversifying and improving human service factors, a golf course's relationship with golf players must be strengthened.