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입지 및 시설특성이 만족도와 전환장벽에 미치는 영향 : 실외골프연습장을 중심으로
차공훈(Cha, Gong-Hun),김재태(Kim, Jae-Tae) 한국부동산산업학회 2015 부동산산업연구 Vol.1 No.1
The study looked at the impact location and facilities to customer satisfaction and switching barrier properties of the outdoor golf driving range. This study was conducted to survey the target using the outdoor golf driving range in Gyeonggi Province. The analysis tool was utilized SPSS 21.0. And frequency analysis and factor analysis, reliability analysis , correlation analysis, multiple regression analysis was performed. Hypothesis is as follows. Location and facility characteristics of outdoor golf driving range will have a significant impact on satisfaction. Location and facility characteristics of outdoor golf driving range will have a significant effect on switching barriers. The analysis results show that accessibility and visibility as Location characteristics had significantly affects satisfaction. And spatiality and convenience as facility characteristics had significant influence on satisfaction. And these were all significantly affect the switching barrier. Satisfaction has received the most affected spatiality, following order accessibility, convenience, visibility was. Switching barriers were having a most significant impact is convenience. Therefore, we found that the outdoor golf driving range can improve the performance should be equipped with sufficient scale to the appropriate location convenient for customers using.
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실외골프연습장의 부동산특성 및 서비스품질이 경영성과에 미치는 영향
차공훈 ( Kong Hun Cha ),김재태 ( Jae Tae Kim ) 한국부동산분석학회 2014 不動産學硏究 Vol.20 No.3
The aim of the study is to present the management and strategy for getting the competitiveness of outdoor driving range. Through this study, influencing relationship on how the management and measurement factor can affect the customer satisfaction and conversion barrier is figured out. Last, in order to induce the influencing relationship of revisiting intention, the questionnaire for the member of the outdoor driving range was conducted. The analysis is done based on 447 significant research materials gathered from the questionnaires. Following is the results summary of the research: First, it is found that the influencing relationship of the management, measurement factor and customer satisfaction affect the remainder factors, except for the visibility affect of the location’s characteristic. As a result, the influence of the location characteristic affecting the customer satisfaction is partially adopted. Second, it is found from the influencing relationship of the management, measurement factor and conversion barrier is that the remainder factors, except for the visibility affect of the location characteristic, has responsiveness in quality of services and consensual affection. Finally, it is found from the influencing relationship of the customer satisfaction, conversion barrier and revisiting intention that all parameters affect the revisiting intention.
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실외골프연습장의 부동산 요인 및 서비스 요인이 고객그룹별 고객만족에 미치는 영향
김종원,차공훈,김재태 한국부동산연구원 2016 부동산연구 Vol.26 No.1
This study analyzes the effects of real estate-related factors and service-related factors on customer satisfaction with outdoor golf driving ranges, in line with customer patterns based on sex and age. It utilizes the results of a questionnaire submitted to users of the outdoor driving range located. To attain the goal of this study, we select as independent variables locational characteristics (accessibility and visibility), facility characteristics (spatiality and convenience) and service characteristics (responsiveness, reliability, empathy and speciality), with customer satisfaction as our dependent variable. We find that, in the group of customers as a whole, all factors have statistically significant influences, with responsiveness and spatiality showing relatively big influences. Across the two gender groups (men and women) and the three age groups (thirties, forties, fifties), the statistically significant factors differ. Among all groups, including customers as a whole, responsiveness has a statistically significant high influence in five groups, and spatiality in four groups. According to the results of this paper, for more efficient customer marketing the outdoor driving range may focus first on the responsiveness and the spatiality factors for all kinds of customer groups, and may focus on the other factors depending upon the various customer group patterns. 본 연구는 실외골프장의 부동산 특성(입지 및 시설특성)과 서비스와 관련된 특성요인, 즉 접근성, 가시성, 공간성, 편리성, 반응성, 공감성, 신뢰성, 전문성 등 8개 요인이 실외골프연습장에 대한 고객의 만족에 미치는 영향을 고객그룹별로 연구하였다. 연구결과는 고객전체그룹에서는 요인 전부가 만족에 유의하게 영향을 미치는 것으로 나타났으며 반응성과 공간성이 상대적으로 높은 영향력을 보였다. 남녀그룹(2그룹)과 연령대별 그룹(3그룹)별로는 고객의 만족에 미치는 요인이 다양하게 나타났다. 고객 전체 그룹을 포함하는 6개 그룹에서 공통적으로 비교적 높은 유의성을 보인 요인은 반응성(5개 그룹), 공간성(4개 그룹) 등으로 실외골프연습장은 전략적으로 이 두 요인을 우선적으로 추진하고, 그 다음으로 각 그룹별로 유의한 요인들을 활용하여 각 그룹별로 차별화된 대고객 마케팅전략을 추진하여야 할 것이다.
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