Vital Drivers of Golfer Loyalty to the Screen-Golf Café스크린 골프장을 이용하는 고객의 충성도에영향을 끼치는 핵심 요인에 관한 연구
- Other Titles
- 스크린 골프장을 이용하는 고객의 충성도에영향을 끼치는 핵심 요인에 관한 연구
- Authors
- 한희섭; 현성협; 황진수
- Issue Date
- Oct-2013
- Publisher
- 한국호텔경영학회
- Keywords
- screen golf; golfer satisfaction; loyalty; screen-golf café; golf industry; 스크린 골프; 스크린 골퍼 만족도; 충성도; 스크린 골프장; 골프 산업
- Citation
- 호텔경영학연구, v.22, no.5, pp.197 - 209
- Indexed
- KCI
- Journal Title
- 호텔경영학연구
- Volume
- 22
- Number
- 5
- Start Page
- 197
- End Page
- 209
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/161691
- ISSN
- 1226-8747
- Abstract
- While the screen-golf industry has been rapidly growing for the last decade, empirical research about this lucrativeindustry is rare. The present study attempted to explain golfers’ loyalty formation for a screen-golf café. Inparticular, this research proceeded to investigate the role of the image of screen-golf café, its overall performances,and golfer satisfaction in determining loyalty, and to assess the mediating impact of trust in the screen-golf café andcommitment in the proposed conceptual framework. A field survey was conducted to collect the data at screen-golfcafés located in the metropolitan city, South Korea. The gathered data (185 cases) was analyzed using aConfirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Findings from the SEM revealed thatthe proposed theoretical framework involves a satisfactory fit of the model. In addition, our findings generallysupported the hypothesized associations among study variables. In particular, according to our results, image of thescreen-golf café and overall product performances significantly affected golfer satisfaction; golfer satisfaction acted asa significant antecedent of trust in the screen-golf café and commitment; trust and commitment were positivefunctions of satisfaction; and both trust and commitment significantly mediated the association between satisfactionand loyalty to the screen-golf cafés. Overall, the findings of this study help practitioners in the screen-golf industrydevelop efficient marketing as well as service strategies for loyalty enhancement.
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