earticle

영어

The objective of this study was to explain the relations among service encounter at a golf practice range, perceived service quality, general satisfaction, and repurchase intention using previous research and hypothesized models on how personal contact and business contact between service provider and customer at a golf practice range are related with the customer’s perceived service quality, general satisfaction, and repurchase intention. Covariance structure analysis was performed in order to examine the causal relation between satisfaction with contact type and repurchase intention in service encounter at a golf practice range. From these research procedures and methods were obtained results as follows. First, in service encounter between service provider and student, the higher the perception of personal contact was, the higher perceived service quality was. Second, the higher the perception of personal contact between service provider and student was, the higher general satisfaction was. Third, the higher perceived service quality was, the higher general satisfaction was. Fourth, the higher perceived service quality was, the higher repurchase intention was. Fifth, the higher general satisfaction was, the higher repurchase intention was. Summing up these results, golf practice range users’ perception of the positive sides of personal contact with service provider enhances their perceived service quality, and their perception of service quality improves their general satisfaction. In addition, general satisfaction induces repurchase intention. Accordingly, the maintenance and management of personal contact at golf practice ranges for improving perceived service quality and general satisfaction from customers’ position is considered to lay the base for promoting customer relationship marketing