중국 골프연습장 소비자가 지각한 서비스품질이 고객만족과 재이용의도에 미치는 영향

Abstract

The purpose of this study is to analyze the effects of service quality on customer satisfaction and revisit intention perceived by Chinese golf range consumers. The subjects of the study were Chinese consumers using golf ranges located in China. 200 questionnaires were obtained for statistical analysis through non-probability convenience sampling and self-administration methods. Moreover, one-way ANOVA, simple regulation analysis, multiple regression analysis, and structural equation model were conducted for statistical processing to derive study results. The following conclusions were drawn. First, service quality, consumer satisfaction, and revisit intention perceived by Chinese golf range consumers were analyzed. The golf range consumers who had annual membership, using 3-5 times per week, and 4-5 years of golf experience perceived high service quality, consumer satisfaction, and revisit intention. Second, the effects of service quality in a driving range on consumer satisfaction, and revisit intention were analyzed. Human service(p<.01), program service(p<.01), promotion service(p<.001), and price service(p<.001) had positive effects on customer satisfaction. Human service(p<.05), promotion service(p<.01), and price service(p<.001) of service quality were important factors influencing revisit intention. Consumer’s satisfaction(p<.001) also had an effect on revisit intention. Third, the causal relationship among service quality, customer satisfaction, and revisit intention was analyzed. Service quality perceived by consumers had a positive(+) effect on customer satisfaction(p<.001) and revisit intention(p<.01). However, customer satisfaction had no statistically significant effect on revisit intention. In conclusion, Chinese driving range consumers who had long-term membership, high using frequency, and long years of experience showed high perception of service quality, customer satisfaction, and revisit intention. Therefore, this study suggests that the high service quality of a driving range is an important antecedent to have and maintain member with high customer satisfaction and royalty. |本研究的主要目的是分析服务品质对中国高尔夫练习场消费者满意度和再访意愿的影响。本研究的研究对象为在中国使用高尔夫练习场的中国消费者，通过非概率便利抽样方法和自我管理的方法来获得200份问卷并进行统计分析。并通过单因素方差分析、简单调控分析、多元回归分析、结构方程模型等方法进行统计处理，由此得出以下结论。

第一，对中国高尔夫练习场消费者感知到的服务质量、消费者满意度和再访意愿进行分析。拥有年会员资格、每周使用3-5次及4-5年高尔夫球经验的高尔夫练习场消费者感知到较高的服务质量、消费者满意度及再访意愿。

第二，本研究分析了高尔夫练习场服务质量对顾客满意及再访意愿的影响。人文服务(p<.01)、项目服务(p<.01)、促销服务(p<.001)和价格服务(p<.001)对顾客满意度有正向影响。服务质量的人文服务(p<.05)、促销服务(p<.01)和价格服务(p<.001)是影响重访意愿的重要因素。消费者满意度(p<.001)对再访意向也有影响。

第三，分析了服务质量、顾客满意与再访意愿之间的因果关系。消费者感知的服务质量对顾客满意度(p<.001)和重新访问意向(p<.01)有正向(+)影响。然而，顾客满意对再访意愿无统计学显著影响。

综上所述，拥有长期会员、具有较高使用频率和具有多年经验的中国高尔夫练习场消费者对服务品质、顾客满意及重访意愿具有很高的认可。因此，本研究认为高尔夫练习场的高服务品质是拥有及维持高顾客满意度及忠诚度会员的重要前提。