골프장의 서비스역량, 서비스고객화가 이차원적 고객신뢰 및 고객유지에 미치는 영향

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.