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영어

The purpose of this research is to examine the structural relationship of the marketing mix and customer satisfaction, customer attitude, and customer loyalty of outdoor golf ranges. To achieve this purpose, the questionnaires on the marketing mix, customer satisfaction, customer attitude, and customer loyalty were distributed to 222 persons who had registered for more than 3 months as a member of 4 outdoor golf ranges located in Gyeongi-do and Chungcheong-do and were collected and used as data for this research. The collected data were analyzed using SPSS 15.0 and AMOS 7.0 statistical programs to fit this research purpose, and the results of the analysis are as follows. In the marketing mix of the outdoor golf ranges, it was found that place affected customer satisfaction, products affected customer attitude, customer satisfaction affected customer attitude, and customer attitude affected customer loyalty. Particularly, place, price, and products in the marketing mix affected customer satisfaction and customer attitude and had indirect effects on customer loyalty, so the structural relationships were found that in order to enhance customer loyalty through products, place, and price of the outdoor golf ranges, they should have positive effects on customer satisfaction and customer attitude. Accordingly, the conclusion was derived that the persons concerned operating outdoor golf ranges should choose appropriate directions that customers need from the aspects of place, price, and products in the marketing mix, and satisfy customers and change their attitude to enhance customer loyalty to vitalize their business operation.