스포츠사회학 : 골프 연습장 이용고객들의 서비스 품질에 대한 만족도와 재이용의도 및 타인 권유의사와의 관계 = Relationship between the Satisfaction on the Services and Intention to Reuse and Recommendation of Customers in Golf Training Facilities

다국어 초록 (Multilingual Abstract)

The purpose of this study was to provide a valuable data in order to establish marketing strategies for efficient management through analysis of the relationship between the satisfaction on the services, intention to reuse and recommendation of customers in golf training facilities. The survey was conducted with 359 participants of the golf training facilities in B city. The appropriateness of the process model was examined and the relatively influencing power of the variables were presumed through the covariance structure analysis of the process, using LISREL 8.30, based on the collected materials. The result of the analyses is as follows. 1) The satisfaction of human and promotion service factors had direct influences on the intention to reuse. However, the satisfaction of material service factors had no influence on the intention to reuse. 2) The satisfaction of human service factors had an indirect influence on the Intention to recommendation through the intention to reuse. Also, the satisfaction of promotion service factors had an indirect influence on the intention to recommendation through the intention to reuse as well as a direct influence. However, the satisfaction of material service factors had no influence on the intention to recommendation 3) The intention to be reused by the customers had a direct influence on the intention to recommendation.