골프장의 서비스역량, 서비스고객화가 이차원적 고객신뢰 및 고객유지에 미치는 영향The Influence of Golf Course's Service Competence and Service Customization upon Two-Dimensional Customer Trust and Customer Retention
- Authors
- 최영진; 유명상
- Issue Date
- 2011
- Publisher
- 한국체육과학회
- Keywords
- service competence; service customization; cognitive trust; affective trust; customer retention
- Citation
- 한국체육과학회지, v.20, no.4, pp 529 - 543
- Pages
- 15
- Journal Title
- 한국체육과학회지
- Volume
- 20
- Number
- 4
- Start Page
- 529
- End Page
- 543
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/46651
- ISSN
- 1226-0258
- Abstract
- The purpose of this study was to empirically examine golf course's service competence and service customization upon cognitive/affective trust and customer retention. Study subjects were 230 users at 20 commercial golf courses/golf practice ranges in Seoul and the capital area and they were sampled with the convenience sampling method. Study findings are as follows: First, in order to enhance cognitive trust with which customers could trust and depend on a golf course and affective trust with which customer could become close with a golf course emotionally and be induced cohesion to it, a golf course service provider must establish a strategy to strengthen customer convenience and customer-oriented services. Second, in order to secure golf course's customer retention, it is necessary to establish a variety of marketing strategies that can enhance customer trust and provide expertise and individualized services to customers. Third, it is necessary to establish a strategy of ensuring customer retention via golf course employees' endless interaction with customers and maintenance of continuous relations with them. Fourth, by providing a variety of preferential benefits to customers and establishing such a service strategy that considers customers in first priority, a golf course service provider must induce mutual human relations between golf course employees and customers and grope after the strategy of maintaining relationship between the two parties continuously.
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Collections - College of Sport Science > School of Sports Sciences > 1. Journal Articles
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