골프연습장 지도자의 지도행동유형이 고객만족 및 재이용 의도에 미치는 영향

Abstract

This study aims to clarify the factors of golf driving range coaches' coaching behavior patterns having influence on the customer satisfaction and on their intentions to reuse the driving range, with the intention of presenting useful basic materials to set up strategies for the management and operation of a golf driving range. To do so, the present author conducted a questionnaire survey with 487 people who had been coached at a golf driving range located in Ansan City, Gyeonggi Province, Korea. Their responses to the questionnaire were analyzed and statistically tested by means of correlation analysis and multiple regression analysis. The following are the findings of this study. First, the higher the golf driving range coaches' training & directive behavior, positive reward behavior and social support behavior factors were, the higher the customer satisfaction was. Second, the higher the golf driving range coaches' training & directive behaviors, social support behavior and democratic behavior factors were, the greater the customers' intention to reuse the driving range was.