대중제 골프장의 마케팅믹스 전략과 관계의 질 및 소비자행동의 구조적 관계

초록

This study intends to analyze the relational quality and consumer behavior of marketing mix factor of public golf course for golf consumers who use public golf course to further activate the public golf course and to provide the basic data which can prevent loyal customers from deviating. For this study, 449 golf consumers using public golf course in Gyeonggi Province and Gangwon Province were taken as subject. To manage the data, Confirmatory Factor Analysis (CFA) & Structural Equation Model (SEM) were implemented by utilizing Exploratory Factor Analysis(EFA) and AMOS 23.0 statistical program with SPSS 23.0 Window Version. As a result, first, marketing mix factor is found to significantly affect consumer behavior. Second, marketing mix factor is found to significantly affect relational quality. Third, relational quality is found to significantly affect consumer behavior. Finally, relational quality is found to have mediation effect in the relation between marketing mix and consumer behavior.

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