earticle

영어

The purpose of the study was to find out the effects of service quality of golf range and preference and revisit intention of the customers according to demographic characteristics of the customers, and identify casual relationship among the factors. The subjects were the customers who were practicing golf in the driving ranges located in Kwang-ju and also highly likely to visit nine golf courses located in Jeollanam-do. Research data of the study were statistically analyzed by SPSS win Ver. 14.0. As for relationship between demographic factors and service quality factors, the findings of the study were as follows: gender and age were related toreservation; monthly average income was related to reservation, cost and care, preference, and revisit intention; occupation was related to reservation, cost and care; golf experience was related to course and round, caddy service, preference and revisit intention; handicap was related to caddy service. As for casual relationship among factors, the findings of the study were as follows: reservation, course and round, cost and care, and caddy service had positive effect on preference of the golf course, while service facilities and job attitude did not. In addition, preference of the golf course had positive effect on revisit intention.