골프용품 기업의 정보서비스품질이 고객충성도에 미치는 영향: PLS 다중집단분석을 이용한 성별의 차이검증 (The Influence that the Quality of Information Service from Golf Products Suppliers Has on Customer Loyalty: Verifying Gender Gap with PLS Multiple Group Analysis)

서지정보

· 발행기관 : 한국사회체육학회
· 수록지 정보 : 한국사회체육학회지 / 58호 / 175 ~ 189페이지
· 저자명 : 조태수

초록

The purpose of the study is to analyze the influence that the information service provided by golf products suppliers exercises on customers and figure out the gender gap in the perception. With this, the study aims to verify the influences that information service from a company exerts on customer loyalty. This would ensure effective delivery of business-owned resources in adaptation to the characteristics of the information service and thereby future provision of basic data designed to improve the quality of the company’s information service. The study chose as its population those people who were receiving the information service from golf products suppliers as of July 2014, and used for data processing the frequency analysis through SPSS 20.0 program and for verification of its hypothesis Microsoft Excel program and PLS algorithm and PLS bootstrapping of Smart PLS 2.0 M3 (2012) to analyze the measurement model and structural model, with following results.
First, the study has confirmed the significance of the test of reliability, convergent validity, discriminant validity and multicollinearity, normological validity, unidimensionality. Second, the study has confirmed that the overall adequacy of the study model is significant as a high level. Third, the quality of information service from golf products suppliers has confirmed that a positive impact on loyalty. Fourth, the study has confirmed that as regards the test of the hypothesis on gender difference, information on benefits, service, customer invitation, and customer contact, which are sub-factors of the quality of information service from Gear, a golf products brand, exercise significant influence on male customer’s loyalty. For women, however, information on benefits has no significant influence while service, customer invitation, and customer contact exert positive influence.

영어초록

The purpose of the study is to analyze the influence that the information service provided by golf products suppliers exercises on customers and figure out the gender gap in the perception. With this, the study aims to verify the influences that information service from a company exerts on customer loyalty. This would ensure effective delivery of business-owned resources in adaptation to the characteristics of the information service and thereby future provision of basic data designed to improve the quality of the company’s information service. The study chose as its population those people who were receiving the information service from golf products suppliers as of July 2014, and used for data processing the frequency analysis through SPSS 20.0 program and for verification of its hypothesis Microsoft Excel program and PLS algorithm and PLS bootstrapping of Smart PLS 2.0 M3 (2012) to analyze the measurement model and structural model, with following results.
First, the study has confirmed the significance of the test of reliability, convergent validity, discriminant validity and multicollinearity, normological validity, unidimensionality. Second, the study has confirmed that the overall adequacy of the study model is significant as a high level. Third, the quality of information service from golf products suppliers has confirmed that a positive impact on loyalty. Fourth, the study has confirmed that as regards the test of the hypothesis on gender difference, information on benefits, service, customer invitation, and customer contact, which are sub-factors of the quality of information service from Gear, a golf products brand, exercise significant influence on male customer’s loyalty. For women, however, information on benefits has no significant influence while service, customer invitation, and customer contact exert positive influence.

참고자료

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