골프클럽에 대한 제품보증이 고객충성도에 미치는 영향 (Influence of Product Warranty for Golf Club on the Customer's Loyalty)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 34호 / 335 ~ 346페이지
· 저자명 : 김용만, 김세윤, 정정희

초록

The purpose of this study was to define the relationship between product warranty for golf club and perceived quality of product, perceived value, customer's satisfaction, and their loyalty. The investigation was performed to the 300 members throughout 6 golf courses located in Seoul, Gyeong-gi, and Cheonan by using convenience sampling. 282 samples except for 18 copies which were deemed to be unnecessary were processed using SPSSWIN Ver. 15.0 and AMOS 7.0. Each hypothesis was verified after test goodness of fit of research model through analysis of reliability and structural equation model analysis. The results were as follows.
First, the reliability and definiteness of product guarantee were turned out to influence the perceived quality meaningfully, however the limitation of product warranty will not affect to the perceived quality of product meaningfully. Second, the perceived quality of product will have meaningful influence on the perceived value.Third, the perceived quality of product will have meaningful influence on the customer's satisfaction. Fourth, the perceived value was investigated to influence the customer's satisfaction meaningfully. Fifth, the customer's satisfaction will have meaningful influence on attitudinal loyalty and behavioral loyalty of golf club.

영어초록

The purpose of this study was to define the relationship between product warranty for golf club and perceived quality of product, perceived value, customer's satisfaction, and their loyalty. The investigation was performed to the 300 members throughout 6 golf courses located in Seoul, Gyeong-gi, and Cheonan by using convenience sampling. 282 samples except for 18 copies which were deemed to be unnecessary were processed using SPSSWIN Ver. 15.0 and AMOS 7.0. Each hypothesis was verified after test goodness of fit of research model through analysis of reliability and structural equation model analysis. The results were as follows.
First, the reliability and definiteness of product guarantee were turned out to influence the perceived quality meaningfully, however the limitation of product warranty will not affect to the perceived quality of product meaningfully. Second, the perceived quality of product will have meaningful influence on the perceived value.Third, the perceived quality of product will have meaningful influence on the customer's satisfaction. Fourth, the perceived value was investigated to influence the customer's satisfaction meaningfully. Fifth, the customer's satisfaction will have meaningful influence on attitudinal loyalty and behavioral loyalty of golf club.

참고자료

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