골프장 선택속성, IMC활동, 서비스 관계의 질, 참여지속의도의 관계

Abstract

This study is designed to identify the relationship of golf course selection attributes, IMC activity, quality of service relationship, and participation adherence intention. For this study, 500 golfers who visited golf courses in Yeongnam and Honam areas were randomly selected and the data was collected through survey method and personal interview. To analyze the data, t-test, one-way ANOVA, multiple correlation analysis, confirmatory factor analysis, and structured equation model(SEM) were conducted for the final 465 samples. As consequence, the following results were drawn: First, there were differences based on socio-demographic characteristics in golf course users which were partially significant in choice attributes, IMC activity, relationship quality, and participation adherence intention. For gender, it was found in the choice attribute sub-factors of a golf course that while perception for course, operation and management, price, and caddie were reported higher in males than females, perception for accessibility and facility was higher in females than males. In IMC activity sub-factors, perception for sales promotion was higher in females than males, but perception for advertisement, public relations, and event was higher in males than females. For age, it was found in the choice attribute sub-factors of a golf course that perception for course, accessibility, facility and operation and management, and price and caddie was high in ≤19 years old, ≥50s, ≤19 years old, and ≥40s, respectively. In IMC activity sub-factors, perception for sales promotion, advertisement, public relations, and events was high in 20s, ≤19 years old, 30s, and 40s, respectively. For career, it was found in the choice attribute sub-factors of a golf course that perception for course, accessibility, facility, operation and management, price, and caddie was high in ≤1 year, ≥10 years, 3< years ≥1, ≥10 years, ≤1 year, and 3< years ≥1, respectively. In IMC activity, perception for sales promotion, advertisement, and public relations was high ≤1 year but perception for events was high in ≥10 years. For handicap, it was found in the choice attribute sub-factors of a golf course that perception for course, accessibility, facility, operation and management and price, and caddie was high in 81-90 score range, 91-100 score range, ≥100 score range, 91-100 score range, and ≥100 score range respectively. In IMC activity sub-factors, perception for sales promotion, advertisement, and public relations and events was high in 91-100 strokes, 72-80 strokes and 91-100 strokes, respectively. For use frequency, it was found in the choice attribute sub-factors of a golf course that perception for course and accessibility, facility and operation and management, price, and caddie was high in twice, four times, once, and four times, respectively. In IMC activity sub-factors, perception for sales promotion and advertisement, public relations, and events was high in four times, twice, and three times, respectively. For monthly income, it was found in the choice attribute sub-factors of a golf course that perception for course and accessibility, facility, and operation and management, price, and caddie was high in ≥ five million won, < two million won, and ≥ five million won, respectively. In IMC activity sub-factors, perception for sales promotion and advertisement, public relations, and events was high in < two million won and ≥ five million won, respectively. Secondly, the choice attributes of a golf course were positively correlated with relationship quality. The effects of course, accessibility, facility, operation and management, price, and caddie sub-factors of choice attributes of a golf course on a customer satisfaction sub-factor of relationship quality were analyzed. As perception for course, accessibility, facility, operation and management, price, and caddie became higher, customer satisfaction was increased. The effects of course, accessibility, facility, operation and management, price, and caddie sub-factors of choice attributes of a golf course on a trust sub-factor of relationship quality were analyzed. As perception for course, facility, operation and management, price, and caddie became higher, trust was increased. The effects of course, accessibility, facility, operation and management, price, and caddie sub-factors of choice attributes of a golf course on a flow sub-factor of relationship quality were analyzed. As perception for course, accessibility, facility, and caddie became higher, flow was increased. Third, the IMC activity of golf courses was positively correlated with relationship quality. The effects of sales promotion, advertisement, public relations, and events sub-factors of IMC activity on a customer satisfaction sub-factor of relationship quality were analyzed. As perception for sales promotion, advertisement, public relations, and events became higher, customer satisfaction was increased. The effects of sales promotion, advertisement, public relations, and events sub-factors of IMC activity on a trust sub-factor of relationship quality were analyzed. As perception for advertisement, public relations and events became higher, trust was increased. The effects of sales promotion, advertisement, public relations, and events sub-factors of IMC activity on a flow sub-factor of relationship quality were analyzed. As perception for sales promotion, advertisement and public relations became higher, flow was increased. Fourth, relationship quality was positively correlated with participation adherence intention. Fifth, the choice attributes of a golf course were positively correlated with participation adherence intention. The effects of course, accessibility, facility, operation and management, price, and caddie sub-factors of choice attributes of a golf course on a participation adherence intention sub-factor of relationship quality were analyzed. As perception for accessibility, facility, operation and management, and price sub-factors became higher, participation adherence intention was increased. Finally, the IMC activity of golf courses were positively correlated with participation adherence intention. The effects of sales promotion, advertisement, public relations, and events sub-factors of IMC activity on a participation adherence intention sub-factor of relationship quality were analyzed. As perception for sales promotion, advertisement, public relations, and events became higher, participation adherence intention was increased. In the model for the final study hypothesis, an appropriate study model was obtained by selection between choice attributes and customer satisfaction, trust, and commitment sub-factors of relationship quality, between IMC activity and customer satisfaction and trust sub-factors of relationship quality, between trust and flow sub-factors of relationship quality and participation adherence intention, and between IMC activity and participation adherence intention.