실내골프연습장 관계마케팅전략과 고객충성도의 관계에서 고객만족의 조절효과 (The customer satisfactions' moderating effect analysis in the relationship between indoor range users' relationship marketing strategies and loyalty.)

서지정보

· 발행기관 : 한국체육과학회
· 수록지 정보 : 한국체육과학회지 / 25권 / 2호 / 463 ~ 475페이지
· 저자명 : 윤상영

초록

This study aimed to analyze the relationship between the effects of indoor range users' relationship marketing strategies and loyalty. Considering the indoor users' characteristics, this study analyzed what kinds of the moderating effects the customer satisfaction brought in the relationship between the variables. It was also believed to present the basic data to help activate the golf as a leisure sport and strengthen the market competitiveness of driving ranges.
The subjects of this study were 240 adults using a driving range for over a year in Seoul. They were selected by convenience random sampling method among the adults who were over 30, living in Seoul in June, 2015. Inappropriate questionnaires for the research materials were excluded, through which 176 samples were used for the final analysis. The conclusions are as follows: 1. Customer oriented, Price and fellowship in indoor range users' relationship marketing strategies had positive influences on loyalty. 2. In these processes, the moderating effects of customer satisfaction were meaningful and the group with more customer satisfaction showed more loyalty in price than in any other managements. 3. The group with less customer satisfaction showed more loyalty in fellowshipthan in any other management.

영어초록

This study aimed to analyze the relationship between the effects of indoor range users' relationship marketing strategies and loyalty. Considering the indoor users' characteristics, this study analyzed what kinds of the moderating effects the customer satisfaction brought in the relationship between the variables. It was also believed to present the basic data to help activate the golf as a leisure sport and strengthen the market competitiveness of driving ranges.
The subjects of this study were 240 adults using a driving range for over a year in Seoul. They were selected by convenience random sampling method among the adults who were over 30, living in Seoul in June, 2015. Inappropriate questionnaires for the research materials were excluded, through which 176 samples were used for the final analysis. The conclusions are as follows: 1. Customer oriented, Price and fellowship in indoor range users' relationship marketing strategies had positive influences on loyalty. 2. In these processes, the moderating effects of customer satisfaction were meaningful and the group with more customer satisfaction showed more loyalty in price than in any other managements. 3. The group with less customer satisfaction showed more loyalty in fellowshipthan in any other management.

참고자료

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