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영어

The purpose of this study was to analyze successful marketing cases from various industry and tried to fine marketing techniques for adopting to the golf industry. Several successful business cases were studied such as E-mart, Mercedes- Benz, Swatch, and Parkland. These cases suggested customer relationship marketing strategies as follow. 1. recruiting professional personnel by part, 2. increase brand value by best service, 3. induce new method escaping from old way, 4. cheaper, better, faster way. In conclusion, the core of relationship marketing strategies in golf service industry is to increase market share by improvement of tangible service quality as well as responsiveness, empathy, authenticity, reliability, service quality and to increase customer loyalty by developing better service quality. Therefore, from this perspective, development of relationship marketing programs and efforts must be strengthened.