사설 골프연습장의 서비스 품질․가치와 소비자 태도 및 만족도의 관계

Abstract

This study aims at discovering the relationship between Service Quality ․ Value and Brand Attitudes and Satisfaction by Members for Golf Practice Range. Objects for this study were adults who live in kyong-ki area as of 2009 and participate in Golf Interest Group Members for Golf Practice Range. 223 people were sampled through stratified cluster random sampling after sampling framework was set up. Only valid samples were encoded according to a certain coding guidelines. After inputting each of the coded data into computer, the researcher computed the data according to analytical purpose through the Statistics program of SPSS 14.0 version for Windows. This study offers several important findings that can be summarized as follow; first, service value is an important variable to be considers in service quality and customer satisfaction. Second, service value may completely mediate service quality and customer satisfaction. Third, customer satisfaction mediate the effect of service quality and service value. Results suggest that marketers who are trying to understand their customer must consider service value.