비회원제 골프장의 서비스 품질 속성이 고객 만족에 미치는 영향

초록

[Purpose] The purpose of this study is to investigate the effect of service quality of non-member golf course users on customer satisfaction, and to determine which service quality attributes have the greatest influence on customer satisfaction. [Method] From August 2023 to November 2023, 608 adult men and women who visited eight non-member golf courses located in Gyeonggi-do and Chungcheong-do were targeted. To achieve the purpose of this study, descriptive statistical analysis, correlation analysis, and multiple regression analysis were conducted using the SPSS 26.0 program. [Result] The results of the study are as follows. It was found that the sum of all service quality attributes except for the convenience of the website reservation system explained 40.5% of the variance of customer satisfaction. In terms of individual attributes of service quality, caddy competency had the greatest influence on customer satisfaction, followed by accessibility, physical environment, cost, course difficulty, and employee service. [Conclusion] The results of this study provide implications on which service quality attributes should be focused on by golf course managers to satisfy customers.

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