고객만족도가 골프연습장의 재구매 의도와 구전효과에 미치는 영향

Abstract

The purpose of this study is to examine the effects of consumer satisfaction on repurchase intention and electronic word of mouth effect in driving ranges and provide empirical materials of order of priority about marketing service which can improve management efficiency of driving ranges. According to the results of this study; first, the manager of the golf driving range need to establish the efficient consumer management plan like, order of priority marketing strategies in order to improve the repurchase intention in golf driving range and indoor golf practice range. Second, for the electronic word of mouth effect of golf practice range, the decision maker should plan to improve the quality of services such as, order of priority marketing strategies. Third, in order to improve efficiency of electronic word of mouth effect of golf practice rang, repurchase intention and electronic word of mouth effect of outdoor golf driving range, the manager should set up the educational services of marketing strategies as order of priority marketing strategies.