골프연습장의 고객유지 형성과정을 통한 관계마케팅 전략방안 (A Study on the Strategy of Relationship Marketing Based on the Process of Realizing the Customer Retention of Golf Practice Facilities)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 20권 / 1호 / 449 ~ 464페이지
· 저자명 : 최영진, 유명상

초록

The purpose of this study was to comprehensively examine the causal relations among influential variables upon the customer retention of golf practice facilities, thus groping after a practical strategy for the establishment of relationship marketing of golf practice facilities. Study subjects were 202 users of 20 indoor and outdoor golf practice facilities in Seoul and the capital area, and they were sampled with the convenience sampling method. Study findings are as follows: First, it is necessary for golf practice facility managers to intensify the effort of forming relationship with customers and carry out a variety of strategies to enhance consumers' perception of quality. Second, it is necessary for golf practice facility managers to put every effort in the continuous management of service quality that can establish customers' trust in the facility and provide customers the sense of satisfaction from a long-term perspective. Third, it is necessary for golf practice facility managers to put every effort in the enhancement of service quality that can increase customers' purchase behavior, such as customers' re-visitation or oral transmission of information. Fourth, it is necessary for golf practice facility managers to implant resolute images that they are reliable and keep words at any rate in customers, thus working out a strategy of establishing trust that can keep up the relationship with customers continuously. Fifth, it is necessary for golf practice facility managers to grope after a strategic measure to improve the quality of relationship with customers in order to keep up customer retention continuously.

영어초록

The purpose of this study was to comprehensively examine the causal relations among influential variables upon the customer retention of golf practice facilities, thus groping after a practical strategy for the establishment of relationship marketing of golf practice facilities. Study subjects were 202 users of 20 indoor and outdoor golf practice facilities in Seoul and the capital area, and they were sampled with the convenience sampling method. Study findings are as follows: First, it is necessary for golf practice facility managers to intensify the effort of forming relationship with customers and carry out a variety of strategies to enhance consumers' perception of quality. Second, it is necessary for golf practice facility managers to put every effort in the continuous management of service quality that can establish customers' trust in the facility and provide customers the sense of satisfaction from a long-term perspective. Third, it is necessary for golf practice facility managers to put every effort in the enhancement of service quality that can increase customers' purchase behavior, such as customers' re-visitation or oral transmission of information. Fourth, it is necessary for golf practice facility managers to implant resolute images that they are reliable and keep words at any rate in customers, thus working out a strategy of establishing trust that can keep up the relationship with customers continuously. Fifth, it is necessary for golf practice facility managers to grope after a strategic measure to improve the quality of relationship with customers in order to keep up customer retention continuously.

참고자료

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