골프장의 서비스품질과 고객관계 마케팅(CRM)이 고객충성도에 미치는 영향

Abstract

ABSTRACT

The Effect of Golf Club's Service Quality and Customer Relationship Management(CRM) Program on Customer Loyalty

Song Un Chun Advisor : Prof. Jeong Myung-Soo. Ph.D. Department of Physical Education, Graduate School of Chosun University

The purpose of this study is to analyze the effects of golf club’s service quality and customer relationship management(CRM) marketing strategy on customer loyalty in golf club customers and to help attract and secure golf club customers and promote the golf industry. The subjects of the study were 257 golf customers(male: 153 and female: 104) who were experienced in golf in G Metropolitan City and the south and north provinces of J. A questionnaire survey was conducted on service quality, CRM marketing, and customer loyalty. The following conclusions were drawn.

1. First, service quality was compared for socio-demographic characteristics. There was a significant difference in responsiveness and empathy for sex; in tangibles, reliability, and empathy for age; in tangibles and reliability for education; in tangibles, reliability, and responsiveness for monthly income; in tangibles, reliability, assurance, and empathy for occupation and golf career; and in tangibles and assurance for golf handicap. Second, for the comparison of CRM marketing, there was a significant difference in structure strategy for sex; in customer relationship and structure strategy for age; in price, customer relationship, social, and structure strategy for education, monthly income, and golf handicap; in customer relationship, social, and structure strategy for occupation; and in social strategy for golf handicap. Third, for the comparison of customer loyalty, there was a significant difference in attitude for sex and in behavior and attitude for education, monthly income, occupation, golf career, and golf handicap.

2. Correlation between measurement variables in service quality, CRM marketing, and customer loyalty was analyzed. Responsiveness of service quality had a positive correlation with price and customer relationship strategy of CRM marketing. Tangibles, reliability, and responsiveness of service quality had a negative correlation with structure strategy of CRM marketing. Tangibles and reliability of service quality had a negative correlation with attitude of customer loyalty. Price, customer relationship, social, and structure strategy of CRM marketing had a positive correlation with behavior and attitude of customer loyalty.

3. In the regression analysis between service quality and customer loyalty, reliability and assurance of service quality had a positive effect on customer loyalty and price, customer relationship, and structure strategy had a positive effect on customer loyalty.

Repeated practice improves technique and skills in golf. Based on the conclusions, when service quality was increased, customers revisited a golf club and conveyed good opinions to their friends. It contributed to increased customer loyalty. When staff builds customer trust through active communication, tries for relationship marketing such as price strategy and CRM marketing, and approaches regular customers with friendliness, it will greatly contribute to creating golf club’s profits by attracting new customers and activating the golf industry.