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영어

The purpose of this study was to analyze. The relation between service encounter and customer’s loyalty of golf driving range users. For achieving this purpose, 231 golf driving range users in 2012 were sampled an example using convenient sampling method. This study used the questionnaire for the research tool and it conducted on service encounter, customer’s loyalty and golf participant characteristics. The questionnaire was analyzed by Descriptive statistics analysis, exploratory factor analysis, reliability analysis, one-way ANOVA, multiple regression analysis with PASW Statistics(SPSS Windows) 18.0. Following results were obtained above analysis: First, there was significant differences service encounter according to golf driving range users’ golf participant characteristics. Second, there was significant differences customer’s loyalty according to golf driving range users’ golf participant characteristics. Third, service encounter had significant influence on customer’s loyalty.