earticle

영어

The purpose of this study was to suggest theoretical basis useful for deciding priority order of selection attributes to establish effective marketing strategies by comparing and evaluating the importance and satisfaction of selection attributes of an indoor golf range with IPA(Importance-Performance Analysis) method. For collected data, frequency analysis through PASW WIN Version 18.0, factor analysis, paired-sample t-test for verifying perception difference on selection attributes, and IPA for evaluating the importance of selection attributes before use and the satisfaction of selection attributes after use were conducted. The study results are as follows. First, in indoor golf range selection attributes, attributes of facilities, expense, and service ranked high in priority order of importance while attributes of service, program, and facilities ranked high in priority order of satisfaction. As a result of analysis through IPA matrix, second, sub-attributes of hitting space, driving distance, and parking space were included on the quadrant Ⅰ. Third, sub-attributes of the number of hitting box, usage fee, lesson fee, kindness, cleanliness, and faithfulness were included on the quadrant Ⅱ. Fourth, parking convenience, exercise facilities for putting, price of sales products, break area, and monthly meeting were included on the quadrant Ⅲ. Fifth, sub-attributes of various events and program variety were included on the quadrant Ⅳ.