골프장의 브랜드 증거가 고객행동에 미치는 영향

Abstract

This study was to provide fundamental data and information on golf industry by studying what effects of brand evidence on brand image, brand attitude and customer behavior in golf country club, Tthrough the way of improving and gaining a competitive management efficiency, customers demand high quality services that clients have to increase brand quality and building a positive image in a diversified market environment. After question investigating the data which is collected used PASW Statistics 18.0 for Windows and AMOS 18.0 program, analysis was used in order to acquire demographic characteristics and golf country club. The results were as follows. First. brand evidence showed (+) effects on brand image. Second, brand evidence showed (+) effects on brand attitude. Third, brand evidence showed (+) effects on customer behavior. Fourth, brand image showed (+) effects on customer behavior. Fifth, brand attitude showed (+) effects on customer behavior.