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논문검색

스크린 골프연습장의 고객만족도 분석

원문정보

A Customer's Satisfaction and the Actual Condition of Indoor Screen-golf Driving Ranges

최봉암, 최윤동, 김우춘

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초록

영어

The customer satisfaction of driving range users is gradually being attached great importance. Accordingly, the purpose of this study is to present basic data, applicable to the marketing strategy of driving ranges, through ascertaining the actual condition of using the driving ranges having screen simulators and customer satisfaction measurement. The 378, living in Daegu, who live in Daegu, Korea and frequently use driving ranges, were question naired and their satisfaction measurement and the intention of reuse were analyzed. The followings are research results. First, gender-based customer satisfaction measurement and the intention of reuse were not statistically significant in all subordinate variables, and the respondents who are in their thirties and fifties, who are well-educated, who have large incomes, and who are unmarried showed high satisfaction measurement respectively in the subordinate variable of marketing mix. Second, the expend of using driving ranges and monthly rounds were not statistically significant. Third, the group, who uses between three and five times a week, showed the high satisfaction measurement irrespective of the screen simulator. Likewise, the groups who uses it one or two hours every time, who expend between 100 and 150 dollars in using driving ranges, who are monthly membership, who uses it among friends or associates, who make much of practice condition, who mostly use between 06:00pm and 10:00pm, who use it with an introduction from the same member, and who decided to join it by the influence of friends showed the highest satisfaction measurement. Forth, programs, trainers, facilities and services did not show significant differences statistically. With regard to the intention of reuse, a statistical significance was observed within 1 percent. The satisfaction measurement showed high value in the driving ranges in which screen simulators are not equipped. Fifth, it was known that customer satisfaction measurement has a significant influence on the intention of reuse statistically. Specifically, trainers (β=.513), facilities (β=.242), programs (β=.127) exerted positive influences in order (p<.001). Considering the explanatory proportion of the customer satisfaction measurement of driving ranges related with the variable of the intention of reuse, it accounted for 51.1%(R2=.511).

목차

ABSTRACT
 Ⅰ. 서론
 Ⅱ. 연구방법
  1. 연구대상
  2. 연구도구
  3. 자료처리방법
  4. 측정도구의 타당도 및 신뢰도
 Ⅲ. 연구결과
  1. 개인적 특성에 따른 고객만족도 및 재구매의도
  2. 골프소비특성에 따른 고객만족도 및 재구매의도
  3. 스크린골프 유·무와 고객만족도 및 재구매의도
  4. 고객만족도가 재구매의도에 미치는 영향
 Ⅳ. 논의
  1. 사회적 특성과 고객만족도 및 재구매의도
  2. 골프소비특성과 고객만족도 및 재구매의도
  3. 스크린골프 유·무에 따른 골프 소비특성
 Ⅴ. 결론 및 제언
  1. 사회적 특성과 고객만족도 및 재구매의도
  2. 골프소비특성과 고객만족도 및 재구매의도
  3. 스크린골프 유·무에 따른 골프 소비특성
 참고문헌

저자정보

  • 최봉암 Choi, Bong-Arm. 대구대학교
  • 최윤동 Choi, Yoon-Dong. 안산공과대학
  • 김우춘 Kim, Woo-Choon. 대구대학교

참고문헌

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