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Testing the relationships among motivation, service quality, customer satisfaction and loyalty: A case of recreational golfers in south korea

Boyun Woo
국민체육진흥공단 한국스포츠과학원 (Korea Institute of Sport Science)|2017.06|IJASS(International Journal of Applied Sports Sciences)|제29권 제1호|pp. 64-76|DOI 10.24985/ijass.2017.29.1.64

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참고문헌

키워드

Service QualityMotivationSatisfactionLoyaltyGolf
주제분류기타예술체육

초록

Competition among golf courses in South Korea for recruiting and retaining customers has increased dramatically over the years as the number of golf courses grew. Therefore, it has become important for golf course managers to understand what attracts golfers to their golf courses. The purpose of this study was to examine the relationships among motivation, service quality, customer satisfaction, and loyalty among recreational golfers in South Korea. Total 563 recreational golfers participated in this study and responded to a self-administered survey measuring the constructs. The result showed that intrinsic motivation and extrinsic motivation were positively associated with service quality whereas amotivation was negatively related to service quality. In addition, golfers’ perceived service quality had a positive impact on golfers’ satisfaction and loyalty towards golf courses. These results suggest that golf course managers should understand the types and levels of motivation golfers have and develop strategies for enhancing service quality.

Abstract

Competition among golf courses in South Korea for recruiting and retaining customers has increased dramatically over the years as the number of golf courses grew. Therefore, it has become important for golf course managers to understand what attracts golfers to their golf courses. The purpose of this study was to examine the relationships among motivation, service quality, customer satisfaction, and loyalty among recreational golfers in South Korea. Total 563 recreational golfers participated in this study and responded to a self-administered survey measuring the constructs. The result showed that intrinsic motivation and extrinsic motivation were positively associated with service quality whereas amotivation was negatively related to service quality. In addition, golfers’ perceived service quality had a positive impact on golfers’ satisfaction and loyalty towards golf courses. These results suggest that golf course managers should understand the types and levels of motivation golfers have and develop strategies for enhancing service quality.

참고문헌 (49)

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