수정된 IPA 기법을 활용한 골프리조트 서비스품질 연구 - 회원제 골프리조트를 대상으로 -

Abstract

This study investigates the service quality of Membership golf resorts in Korea, focusing on the importance and satisfaction levels perceived by users. Amidst rapid industry growth and recent challenges such as oversupply, declining demand, and falling membership values, differentiated service strategies have become critical for sustaining competitiveness. A survey was conducted with 300 users of three major membership golf resorts in northern Gyeonggi Province, assessing 20 detailed service quality attributes using both traditional Importance-Performance Analysis (IPA) and a modified IPA based on partial correlation coefficients. The results revealed that "reasonable pricing" and "course management" were rated as the most important attributes, yet satisfaction with pricing was notably low. The modified IPA identified key priorities for improvement, including pricing, food and beverage services, menu diversity, and member management, while course-related and facility attributes were found to require ongoing maintenance. The study suggests that golf resort operators should reallocate resources, enhance digital infrastructure, and provide personalized experiences to improve customer satisfaction and revisit intentions. Limitations include the regional scope of the sample and reliance on self-reported perceptions rather than behavioral data. Future research should expand to diverse regions and incorporate actual behavioral outcomes to validate and extend these findings.