원문정보
초록
영어
The purpose of this study was to examine the effects of golf galleries’ participation types on their viewing satisfaction in KLPGA competitions and customer loyalty . For the study, Securities Ladies Championship in June, 2009 at Ildong Lake C.C. 400 samples were collected among galleries who participated in High1 Resort Cup Charity Women’s Open(High1 C.C.) and LG Electronics Women’s Open in last August and September. Among them, 365 questionnaires were analyzed except for 35 questionnaires which were not collected. As analysis methods, frequency analysis, factor analysis, correlation analysis and multiple regression analysis were performed, using SPSS version 15.0 for Windows. As for the effects of golf galleries’ satisfaction on customer loyalty, the sub-categories of golf galleries’ satisfaction, satisfaction about core products, satisfaction about promotion products and satisfaction about extension products had positive effects on the customer loyalty. It showed that managing emotional benefits through golf competitions such as the tranquility, relaxation and pleasure of mind was much more important than the viewing satisfaction of golf competitions through players or competitions.
목차
1. 연구의 필요성
2. 연구의 목적
Ⅱ. 연구방법
1. 연구대상
2. 조사도구
3. 자료처리
Ⅲ. 결과
1. 조사도구의 타당도 및 신뢰도 검증
2. 상관관계분석
3. KLPGA 골프대회 갤러리의 대회 관람만족도가 고객 충성도에 미치는 영향
Ⅳ. 논의
Ⅴ. 결론
참고문헌
ABSTRACT