스크린골프장 선택속성, 고객가치, 이미지, 고객만족, 재 구매의 관계

Abstract

ABSTRACT

The Relationship among Selection Attributes, Customer Value, an Image, Customer Satisfaction, and Re­purchase in Screen Golf Courses

Jang, Kyoung-Hee Adviser: Prof. Jung, Myeong-Soo Department of Physical Education. Graduate School of ChosunUniversity

Five metropolitan cities were selected and 500 screen golf course users were sampled to derive an implied result from April to August, 2014. A questionnaire survey was conducted using self-administration(a personal interview). After 74 unfaithful responses were excluded, 426 faithful responses were used for final analysis. Using a SPSS Win Ver. 18.0 program, frequency analysis was conducted to examine demographic characteristics. Reliability test(Cronbach's α) and exploratory factor analysis(Varimax) was conducted to analyze reliability and validity. T-test and one-way ANOVA was conducted to examine difference in socio-demographic characteristics, selection attributes, and customer value. When a significant difference was found, a post-hoc test was conducted using scheffe. Correlation analysis and multiple regression analysis was conducted and an individual hypothesis was tested by regression analysis. Based on the above methodology and data analysis procedures, the following conclusions were drawn. First, for demographic characteristics in screen golf course users, there were partially significant differences in selection attributes, customer value, an image, customer satisfaction and re-purchase. For the analysis of sub-factors of selection attributes and customer value according to sex in screen golf courses, while convenience, accessibility, and speculation were higher in males than females and professionality, facilities, price, social, money, emotional, and functional factors were higher in females than males. For the sub-factors of selection attributes and customer value according to age, convenience, accessibility, and social factors were high in 49 years and under; professionality, facilities, price, money, and functional factors were high in 29 years and under; and emotional and speculation factors were high in 39 years and under. For the sub-factors of selection attributes and customer value according to golf career, professionality, price, and emotional factors were high in more than 1 year to less than 3 years; convenience was high in more than 5 years to less than 9 years; accessibility was high in more than 3 years to less than 5 years; and facilities, social, speculation, and functional factors were high in less than 1 year. For the sub-factors of selection attributes and customer value according to screen golf course handicap, convenience, professionality, facilities, price, social, money, emotional, functional, and speculation factors were high in 72 strokes and under and accessibility was high in 72~80 strokes. For the sub-factors of selection attributes and customer value according to a golf course handicap, convenience, professionality, facilities, price, money, functional, and speculation factors were high in 72 strokes and under; accessibility and social factors were high in 91~100 strokes; and emotional factors were high in 100 strokes. For the sub-factors of selection attributes and customer value according to yearly frequency of use, convenience, accessibility, professionality, price, social, money, emotional, and functional factors were high in more than 10 times and facilities and speculation were high in 6~10 times. For the sub-factors of selection attributes and customer value according to monthly expenditure, convenience, accessibility, professionality, facilities, price, social, money, emotional, functional, and speculation factors were high in more than more than 200,000 won. For the sub-factors of selection attributes and customer value according to programs, convenience, accessibility, professionality, social, functional, and speculation factors were high in Golfzon and facilities, price, and money were high in X-golf. Therefore, it is necessary to map out a strategy for factors highly perceived by males or females in the sub-factors of selection attributes and customer value. Moreover, strategies focusing on factors highly perceived in age, career, handicap, use frequency, average expenses, and programs are also required. Also, a marketing differentiation strategy to invite more woman customers is needed to reflect a tendency to increasing female golfers such as women preference and women's day. Management strategies to provide programs and coaches for female golfers and offer service for them are also required. Also, new marketing strategies are required to target the middle-aged who have more leisure time and are rich enough. Subdivided programs should be developed to attract the young who are familiar with mobile games and IT. For a screen golf course handicap and a golf course handicap, single and average golfers frequently participated in a screen golf. Also, a marketing strategy should be developed for sports for all and leisure culture everyone can have easy access by systematic management strategies through the assignment of professional coaches and game coaching to improve low handicap golfers' ability. Second, selection attributes were positively(+) correlated with an image, customer satisfaction, and re-purchase in screen golf courses. For the sub-factors of selection attributes, the higher the perception of accessibility, professionality, facilities, and price was, the more important the perception of an image and customer satisfaction was. However, convenience was unrelated with satisfaction and an image. The higher the perception of professionality, facilities, and price was, the more important the perception of re-purchase was. However, convenience and accessibility were unrelated with re-purchase. Therefore, more concerns about accessibility, professionality, facilities, and price factors should be made to increase an image and customer satisfaction in screen golf users. Also, diversified marketing strategies should be mapped out in professionality, facilities, and price factors to increase re-purchase. Third, customer value was positively(+) correlated with an image, customer satisfaction, and re-purchase in screen golf courses. For the sub-factors of customer value, the higher the perception of social, emotional, functional, and speculation factors was, the more important the perception of an image was. However, money was unrelated with an image. The higher the perception of money, emotional, functional, and speculation factor was, the more important the perception of re-purchase was. Therefore, social, emotional, functional, and speculation factors should be considered to increase an image according to customer value. Also, money, emotional, functional, and speculation factors should be deeply concerned to map out marketing strategies to increase customer satisfaction and re-purchase. Fourth, an image was positively(+) correlated with re-purchase. Higher image factors had more positive effects on re-purchase. Therefore, efforts should be made to increase selection attributes perceived by users and customer value to increase an image of screen golf course. Also, careful management strategies should be suggested by researches on screen golf course users' preference and creating a suitable atmosphere. Fifth, customer satisfaction was positively(+) correlated with re-purchase and higher customer satisfaction factors had more positive effects on re-purchase. Therefore, screen golf course managers should have active attitudes for the use of programs in comfortable environment by rational management to increase customer satisfaction of screen golf. Based on the findings, facility environment should be improved with the continuous upgrade of selection attributes which are the physical parts of a screen golf course and a moderate price policy should be established. Positive image changes of customer value will have a decisive effect on customer satisfaction and re-purchase. Also, it is necessary to secure marketability of the screen golf industry to understand consumers' needs for management differentiation. Diverse programs should be developed and new items such as viral marketing and publicity strategies should be introduced. Convergence programs combined with IT in line with the trends of modern society should be developed to secure potential markets. Then, the screen golf industry will be connected with users' repurchase by high involvement and screen golf will be enjoyed by all classes and establish itself as a good field of sports for all.