earticle

영어

An increasing number of membership golf clubs in Korea are confronting managerial difficulties even though the magnitude of golf industry has expanded tremendously. In this regard, this study was initiated to examine the effects of marketing strategies(4P's & customer management) on customer satisfaction and repurchase intentions of golfers at private membership golf clubs and provide marketing fundamentals that could facilitate developing successful marketing strategies for private golf clubs. In order to accomplish such purposes of study, this study employed a survey methodology and a total of 400 golfers were surveyed from 4 membership clubs located in Gwangju & Jeonnam areas. Data analyses were conducted with 353 complete questionnaires using multiple regression analysis at significance level of .05. Accordingly, following findings were derived from this study. First, marketing strategies of membership golf clubs had significant effects on customer satisfaction of golfers and among 5 sub factors of marketing strategies, customer management, promotion and place strategies, in order, had unique relationships with customer satisfaction. Second, marketing strategies of membership golf clubs also had significant effects on repurchase intentions of golfers and all of five sub factors had unique relationships with repurchase intentions of golfers. Among others customer management strategy was the most influential factor on repurchase intention in this study.