골프연습장의 서비스품질이 이용자만족도와 지속이용 및 추천의도에 미치는 영향에 관한 연구 = A study on the effect of golf driving range service quality on user satisfaction, continued use, and recommendation intention
Sports activities are a part of life that enjoys a happy leisure life in modern life. The complete settlement of the five-day work week system, the change in recognizing leisure activities as the subject of leisure, and the improvement of living standards are leading to the development of leisure-related industries and golf is also moving forward as a popular sport.
As the golf driving range has been reorganized to be user-centered rather than producer-centered, not only the facility aspect but also the overall satisfaction level through the feelings of customers is becoming the criterion for choosing a golf driving range.
Therefore, it is necessary to improve service quality through understanding customer requirements and overall customer service considering management aspects.
Loyalty to the satisfaction of the golf driving range will soon lead to an improvement in customer loyalty along with recommendations from others.
Therefore, in this study, we try to derive various variables related to the service quality of the golf driving range. In addition, the purpose of this study is to suggest future improvement directions by analyzing the relationship between service quality and customer satisfaction and continuous use, and customer satisfaction and continuous use loyalty to the recommendation of others.
This study is a quantified study that synthesized and quantified the opinions of visitors to the golf driving range. In order to secure the credibility of the data, the reliability and validity of the questionnaire were verified and a model was built.
The proportion of respondents to the questionnaire is high, and the majority are in their 40s and 50s. Since the income can be judged by the upper-middle class, it can be seen that there are still relatively barriers to entry to golf.
However, the proportion of housewives golfers is also high, so it can be seen that more women enter golf, and it appears that they feel attractive about the driving range.
In the group difference analysis, women's satisfaction was higher than men's, and the distance or accessibility from the driving range to the runner's window was found to be important.
In addition, the satisfaction of early golf beginners was high, and it appears that there is a difference in satisfaction in the process of transferring the golf instructor's interest and knowledge about golf.
Therefore, for continuous relationship formation, it can be understood that the relationship between golf course facilities as well as golf driving range workers is more connected with satisfaction.
In the individual relationship, the relationship between customer service and usage fee service is the highest at 0.726.
The relationship between the golf instructor service and the fee service is 0.657, and the relationship between the golf instructor service and the customer service is 0.666. However, in the rest of the relationship, the relationship is less than 0.6.
The model is judged to be reliable because a negative (-) relationship is not established in the correlation.
As a result of the path coefficient significance test for golf driving range users, the service that has the most influence on user satisfaction is found to have the highest accessibility.
The influence is shown in the order of usage fee service, golf instructor service, customer service, and facility service, and all factors appear to affect user satisfaction, so it can be seen that the golf driving range is evaluated from the user's life radius.
As a result of the significance test of the path coefficient affecting continuous use, external accessibility showed the highest coefficient value like user satisfaction, followed by golf instructor service, facility service, and customer service.
Therefore, even in a continuous use relationship, it can be used within the user's life radius, but it may vary depending on how the scope is limited.
However, the difference from the surrounding golf driving range can be seen not only in accessibility, but also in customer service and facilities, as well as the personality and technical aspects of golf instructors.
In addition, it is analyzed that user satisfaction has a positive effect on continued transaction and recommendation intention, and continuous transaction intention has a positive effect on the recommendation intention of others. In this study, there was a clear relationship between user satisfaction, continuous use, and recommendation intention on service quality. Therefore, first, it is necessary to specify the factors for the service quality of the golf driving range and to expand the region and scope.
In addition, it is also necessary to determine whether user satisfaction with the golf driving range occurs continuously through individual follow-up or whether it occurs differently depending on the time and condition.
Second, the price and size of the driving range and the target audience for golf instructors are different. In this study, satisfaction was measured through general questions without considering the differences between these facilities and golf instructors. Therefore, a comparative analysis of golf driving ranges of a similar size will be required, and follow-up studies are needed for golf instructors according to group tendencies according to beginner, intermediate, and advanced players.
Third, many golfers have been using golf only in Korea since the corona pandemic, but if these external influences are reduced, the frequency of using golf courses abroad is expected to increase.
Through comparative analysis between overseas golf and domestic golf, research should be conducted to induce positive quality in the home country and to derive improvement.
Fourth, as for the management of the golf driving range service quality, when the satisfaction of the golf driving range users increases, the users continue to use the golf driving range. This can help management as customer loyalty increases.
In addition, the recommendation of others through continuous transaction can activate word-of-mouth marketing. Therefore, improving the service quality will not only reduce marketing costs, but will also be of great help to management improvement.
Fifth, follow-up research necessary for qualitative expansion as well as quantitative expansion is required by continuing research for the popularization of golf and program development related to the continuous development of the golf driving range service quality.
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| 주요 개정내역 | 변경 사유 |
|---|---|
| · 수탁업체 콘소시엄 기관명 및 위탁기간 명시 | · 제6조(개인정보 처리업무의 위탁) 구체화 |
한국교육학술정보원은 정보주체의 자유와 권리 보호를 위해 「개인정보 보호법」 및 관계 법령이 정한 바를 준수하여, 적법하게 개인정보를 처리하고 안전하게 관리하고 있습니다. 이에 「개인정보 보호법」 제30조에 따라 정보주체에게 개인정보 처리에 관한 절차 및 기준을 안내하고, 이와 관련한 고충을 신속하고 원활하게 처리할 수 있도록 하기 위하여 다음과 같이 개인정보 처리방침을 수립·공개합니다.
주요 개인정보 처리 표시(라벨링)
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제1조(개인정보의 처리 목적)
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제6조(개인정보 처리업무의 위탁)
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제13조(정보주체의 권익침해에 대한 구제방법)
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제15조(개인정보 처리방침의 변경)
제1조(개인정보의 처리 목적)
제2조(개인정보의 처리 및 보유 기간)
3년
또는 회원탈퇴시까지5년
(「전자상거래 등에서의 소비자보호에 관한3년
(「전자상거래 등에서의 소비자보호에 관한2년
이상(개인정보보호위원회 : 개인정보의 안전성 확보조치 기준)
제3조(처리하는 개인정보의 항목)
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보유기간 | |
|---|---|---|---|---|
| 학술연구정보서비스 이용자 가입정보 | 한국교육학술정보원법 정보추제 동의 | 필수 | ID, 비밀번호, 성명, 생년월일, 신분(직업구분), 이메일, 소속분야, 웹진메일 수신동의 여부 | 3년 또는 탈퇴시 |
| 선택 | 소속기관명, 소속도서관명, 학과/부서명, 학번/직원번호, 휴대전화, 주소 | |||
제5조(개인정보의 제3자 제공)
제6조(개인정보 처리업무의 위탁)
제7조(개인정보의 파기 절차 및 방법)
제8조(정보주체와 법정대리인의 권리·의무 및 그 행사 방법)
제9조(개인정보의 안전성 확보조치)
제10조(개인정보 자동 수집 장치의 설치·운영 및 거부)
제11조(개인정보 보호책임자)
| 구분 | 담당자 | 연락처 |
|---|---|---|
| KERIS 개인정보 보호책임자 | 정보보호본부 안재호 |
- 이메일 : jinuk@keris.or.kr - 전화번호 : 053-714-0158 - 팩스번호 : 053-714-0195 |
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제12조(개인정보의 열람청구를 접수·처리하는 부서)
제13조(정보주체의 권익침해에 대한 구제방법)
제14조(추가적인 이용ㆍ제공 판단기준)
제15조(개인정보 처리방침의 변경)
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