The Effects of Marketing Mix Factors on Customer Satisfaction and Behaviors After Using of Golf courses in Vietnam

초록

The purpose of this study is to examine how a golf marketing strategy (4Ps) influences customer satisfaction and their behavior after the purchase (return intention and recommend to others) of golf products. The study chooses visitors to golf courses in Ho Chi Minh City as population and totally selects 217 questionaries by convenient sampling method. The study uses 208 ones as its final data. The study verifies each hypothesis after examining the fit of models by SPSS WIN Ver.20.0. The results are as follows: First, the results of the difference of marketing mix factor according to demographic characteristics show that there is no difference in the distinction of sex, monthly income, occupation show no statistical difference. The results of ANOVA according to the Number of strokes and Age have no statistically meaningful difference while the results of post analysis show there is an intergroup difference in Promotion. Second, the result shows that the marketing mix factors in golf course makes a meaningful effect on customer satisfaction, especially in the order of product, price, place, and promotion among the marketing mix factors. Third, the result of simple regression analysis shows that customer satisfaction makes a meaningful difference to recommendation intention to others and revisit. Finally, the result of the analysis on the effect on marketing mix factor and revisit shows that product, price, and promotion make a meaningful effect on it. The result of the analysis on the effect on recommendation to others shows that product and promotion make a meaningful effect on it.

키워드