골프지도자의 자질에 따른 레슨 참여자의 지도만족과 충성도와의 관계

Abstract

The purpose of this study is to investigate the relationship between instructional satisfaction and loyalty of lesson participants according to the quality of golf instructors. A questionnaire was used to achieve the purpose of this study. The questionnaire to be used in this study was reconstructed and used according to the variables of this study, among the tools that have already performed the validity and reliability analysis of the questionnaire in previous domestic and international studies. Among the questionnaires collected for this study, 243 copies of questionnaires whose responses were judged to be unreliable or unscrupulous in their contents were excluded from the analysis, and the results were calculated according to the purpose of the study. Each hypothesis was verified at the significance level α=.05, and valid data were analyzed using the statistical program SPSS 25.0. To test the hypothesis, simple and multiple regression analysis were performed. Through these research methods and procedures, the following research results were reached. First, the quality of a golf leader affects the satisfaction of guidance. In other words, the sub-factors of a leader's qualities, such as personal qualities, professional qualities, and technical qualities, affect guidance satisfaction.Second, the quality of a golf leader affects customer loyalty. Third, the satisfaction of a golf leader's guidance affects customer loyalty. In other words, satisfaction with guidance affects repurchase intention and oral introduction.