제주지역 골프연습장의 관계혜택․고객만족․관계지속의도 간 인과관계에 관한 연구
The Effect of Relational Benefit on Customer Satisfaction and Relation Continuance Intention in Golf Training Facilities
0
조회
0
다운로드
12
인용
0
참고문헌
키워드
초록
In golf training facilities, forming sustainable and organic relationship with customers is essential. Thus switching from the system of just providing services to customers to relationship marketing is necessary. Relationship marketing builds steady relationships between golf practice facilities and customers, employees and customers, and customers themselves. In this study, based upon the importance of relational benefit, the impact relationship between relational benefit, customer satisfaction and relation continuance intention was examined. The study surveyed customers using golf practice facilities in Jeju City from March 7, 2011 until 27 March 2011. For empirical test, Analysis SPSS and AMOS were used. Among relational benefits, the variable social benefits had a negative(-) impact on customers' satisfaction, while psychological benefits and special treatment benefits had a positive(+) impact on customer satisfaction. Customer satisfaction appeared to have a positive(+) effect on continuance intention. The study showed different results depending on the gender and there was also a significant difference between the impact of social benefits and special treatment benefits on customer satisfaction.
Abstract
In golf training facilities, forming sustainable and organic relationship with customers is essential. Thus switching from the system of just providing services to customers to relationship marketing is necessary. Relationship marketing builds steady relationships between golf practice facilities and customers, employees and customers, and customers themselves. In this study, based upon the importance of relational benefit, the impact relationship between relational benefit, customer satisfaction and relation continuance intention was examined. The study surveyed customers using golf practice facilities in Jeju City from March 7, 2011 until 27 March 2011. For empirical test, Analysis SPSS and AMOS were used. Among relational benefits, the variable social benefits had a negative(-) impact on customers' satisfaction, while psychological benefits and special treatment benefits had a positive(+) impact on customer satisfaction. Customer satisfaction appeared to have a positive(+) effect on continuance intention. The study showed different results depending on the gender and there was also a significant difference between the impact of social benefits and special treatment benefits on customer satisfaction.
참고문헌 (43)
- 강승훈, "제주지역 골프연습장 고객이 지각한 서비스품질과 행동의도간의 관계에서 고객만족의 매개효과 검증", 석사, 스포츠심리학, pp.2011
- 김상현, "고객재구매의도 결정요인에 관한 연구:고객가치, 고객만족, 전환비용, 대안의 매력도", 마케팅연구, 17(2), pp.25~55 (2002), 한국마케팅학회
- 김용정, "대고객 관계마케팅에 관한 실증적 연구: 관계의지와 신뢰의 매개변수 효과를 중심으로", 마케팅과학연구, 1, pp.21~42 (1998), 한국마케팅과학회
- 김유경, "서비스산업에서 관계효익과 고객행동의도간의 관계에 관한 연구", 소비자학연구, 17(1), pp.141~175 (2006), 한국소비자학회
- 문선호, "골프연습장이 제공하는 서비스품질과 고객만족 간의 다중집단분석 검증", 한국체육학회지, 50(3), pp.409~420 (2011), 한국체육학회
- 박세혁, "골프연습장 이용자들의 인구통계학적 특성에 따른 심리적충성도, 만족도, 재구매의도 및 타인 추천의도", 한국스포츠산업경영학회지, 9(1), pp.1~14 (2004), 한국스포츠산업경영학회
- 박순택, "실내 골프연습장의 참여 요인, 몰입, 재미, 구매행동의 관계", 박사, 체육학, pp.2007
- 배상욱, "호텔산업에서의 관계혜택이 고객충성도에 미치는 영향에 관한 연구", 관광레저연구, 17(2), pp.249~269 (2005), (사)한국관광레저학회
- 송영일, "골프 연습장의 서비스품질에 대한 지각이 고객만족과 고객충성도에 미치는 영향", 코칭능력개발지, 11(4), pp.237~248 (2009), 한국코칭능력개발원
- 안우규, "호텔레스토랑의 관계혜택이 고객충성도에 미치는 영향 : 만족과 신뢰의 매개역할과 전환비용, 대안매력도의 조절역할을 중심으로", 박사, 관광경영, pp.2003
- 안우규, "호텔레스토랑의 관계혜택이 고객충성도에 미치는 영향 : 전환비용과 대안매력도이 조절역할에 대한 탐색적 연구", 한국마케팅과학회 추계학술대회 발표논문집, pp.117~142 (2002), 한국마케팅과학회
- 오현정, "판매원 서비스와 관계효익이 구매만족과 재구매 의도에 미치는 영향", 한국의류학회지, 30(2), pp.245~254 (2006), 한국의류학회
- 이기룡, "골프연습장의 서비스품질 IPA분석과 기대불일치, 전환행동에 관한 연구", 박사, 체육학, pp.2010
- 이미혜, "패밀리 레스토랑 이벤트에 대한 고객가치, 고객만족, 관계지속의도간의 영향연구", 관광연구, 24(2), pp.21~43 (2009), 대한관광경영학회
- 이용기, "관계혜택이 고객의 종업원과 식음료업장에 대한 만족, 그리고 고객충성도에 미치는 영향", 경영학연구, 31(2), pp.373~404 (2002), 한국경영학회
- 이준우, "프로골프선수의 성별에 따른 스포츠목표성향 척도의 잠재평균분석", 한국체육과학회지, 20(1), pp.1073~1084 (2011), 한국체육과학회
- 이학식, "공평성 지각이 소비자 감정과 만족에 미치는 영향: 성별의 조절적 역할", 마케팅연구, 24(2), pp.21~49 (2009), 한국마케팅학회
- 조혜경, "골프연습장 서비스품질이 골퍼 만족도 및 재방문의도에 미치는 영향", 석사, 스포츠산업ㆍ경영, pp.2010
- 최낙구, "골프연습장 소비자 만족이 전환장벽과 재구매의도에 미치는 영향", 석사, 체육교육, pp.2011
- 최석순, "골프연습장 고객의 친사회적 조직행동이 서비스품질 지각과 구매의도에 미치는 영향", 박사, 체육학, pp.2006
- 홍설의, "골프연습장 서비스품질, 서비스가치, 이용자 만족도, 행동의도의 인과관계 분석", 한국스포츠산업경영학회지, 11(3), pp.1~13 (2006), 한국스포츠산업경영학회
- 문화체육관광부, "2011년 체육백서", pp.427~428 (2012)
- Arnould, E. J., "Understanding Consumer Culture: Contributions of Practicing Anthropologists", Advance in Consumer Research, 29, pp.361~362 (2002)
- Berry, L. L., "Marketing Service: Competing Through Quality", pp.78~93 (1991), The Free Press
- Berry, L. L., "Relationship Marketing of Services-Growing Interest,Emerging Perspectives", Journal of the Academy of Marketing Science, 23, pp.236~245 (1995)
- Bloemer, J., "The Iimpact of Need for Social Affiliation and Consumer Relationship Proneness on Behavioral Intention: An Empirical Study in a Pairdresser's context", Journal of Retailing and Consumer Service, 10, pp.231~240 (2003)
- Crosby, L. A., "Relationship Quality in Service Selling: An Interpersonal Iinfluence Perspective", Journal of Marketing, 54, pp.68~81 (1990)
- Cross, S. E., "Models of the Self: Self-Construal Theory and Gender", Psychological Bulletin, 122(1), pp.5~37 (1997)
- Gwinner, K. P., "Relational Benefits in Services Industries: The Customer's Perspective", Journal of Academy of Marketing Science, 26(2), pp.101~114 (1998)
- Henning-Thurau, T., "Understanding Relationship Marketing Outcomes", Journal of Service Research, 4(3), pp.230~247 (2002)
- Holbrook, M. B., "Aims, Concepts, and Methods for the Representation of Individual Differences in Aesthetic Responses to Design Features", Journal of Business Research, 13, pp.337~347 (1986)
- Kumar, V., "Antecedents and Consequences of Relationship Intention: Implications for Transaction and Relationship Marketing", Industrial Marketing Management, 32, pp.667~676 (2003)
- Meyers-Levy, J., "The Influence of Sex Roles on Judgement", Journal of Consumer Research, 14, pp.522~530 (1988)
- Morgan, R. M., "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58, pp.20~38 (1994)
- Oliver, R. L., "Measurement and Evaluation of Satisfaction Process in Retail Setting", Journal of Retailing, 57, pp.25~48 (1981)
- Patterson, M., "The Impact of People Management on Business Performance", pp.5~8 (1997), IPD
- Ragheb & Griffith, "The Contribution of Leisure Participation and Leisure Satisfaction of older Persons", Journal of Leisure Research, 14(4), pp.295~306 (1982)
- Reynolds, K. E., "Customer Benefits and Company Consequences of Customer-Salesperson Relationships in Retailing", Journal of Retailing, 75(1), pp.11~32 (1999)
- Tse, D. K., "Models of Consumer Satisfaction: An Extension", Journal of Marketing Research, 25, pp.204~212 (1988)
- Westbrook, R. A., "Value-percept Disparity: An Alternative to the Disconfirmation of Expectations Theory of Consumer Satisfaction", Advances in Consumer Research, 10, pp.256~261 (1983)
- Yi, Y., "A Critical Review of Customer Satisfaction, In Review of Marketing", pp.1~11 (1990), American Marketing Association
- Zeithaml, V. A, "Consumer Perceptions of Price Quality and Value: A Means-end Model and Synthesis of Evidence", Journal of Marketing, 52, pp.2~22 (1988)
- Zeithaml, V. A, "Service Marketing", pp.44~52 (1996), McGraw-Hill