골프연습장의 서비스품질 IPA분석과 기대불일치, 전환행동에 관한 연구

Abstract

ABSTRACT

Study on IPA Analysis about Service Quality of Golf Driving Range, Expectancy-disconfirmation and Switching Behavior

Lee Gi Ryong Adviser : Prof. Jeong Myeong-su Department of Physical Education. Graduate School of Chosun University

The purpose of this study is to present the subdivided consumption behavior of service quality in golf driving ranges by comparing and analyzing the pre-registration importance and post-registration achievement of a golf driving range to measure multi-dimensional service quality and analyzing the relationship between these factors and expectancy disconfirmation, switching benefits, and switching behavior through the structural equation model. In order to achieve this purpose, sampling was conducted with participants who registered for gold driving ranges in Gwangju and Jeollanam-do from November 16, 2009 to March 15, 2010 using the convenience sampling method. Moreover, independent samples t-test, paired samples t-test, one-way ANOVA, and structural equation model were used to analyze results. Finally the following conclusion was derived. First, the importance and achievement of service quality items in the consumers using golf driving ranges was statistically significantly different in tangibles('modern facilities and equipment', 'interior facilities', 'exercise fitness of interior facilities'); reliability('service promised', 'concern for solving if problems occur', 'reliable sport programs', 'providing sport programs which makes a promise to members'); responsiveness('providing a sustained service plan', 'rapid response to members' demands', 'spontaneous efforts for member's convenience', 'providing immediate service to members'); assurance('staff's degree of reliability', 'stability of sport facilities', 'staff's excellent sport knowledge'); and empathy('concern for member's position', 'good understanding of member's need') and the mean of importance was all high. The importance and achievement of factors was statistically significantly different in all factors of service quality(tangibles, reliability, responsiveness, assurance, and empathy) and the mean of importance was all high. Finally, in the results of analyzing a demographic difference, while high importance was found in the high-educated, young people in their twenties and thirties, and high earners, high achievement was obtained in women, the high-educated, people of forty and over, and middle earners. Second, in the relationship model between importance of service quality, expectancy disconfirmation, and switching behavior in the consumers of golf driving ranges, it was found that tangibles, reliability, assurance, and empathy had an effect on expectancy disconfirmation; expectancy disconfirmation, on switching intent; and switching benefits, on switching intent. Finally, in the relationship model between achievement of service quality, expectancy disconfirmation, and switching behavior in the consumers of golf driving ranges, it was found that reliability, responsiveness, and empathy had an effect on expectancy disconfirmation; expectancy disconfirmation, on switching intent; and switching benefits, on switching intent. Taken together, it is confirmed that the importance and achievement of service quality in consumers of golf driving ranges influenced expectancy disconfirmation, that the assurance of tangibles, reliability, assurance, and empathy which are the importance of service quality was closely related with service quality demanded by customers, and that the assurance of reliability, responsiveness, and empathy which are the achievement of service quality was actual variables which influenced directly satisfaction and re-purchase. Also, in both importance and achievement models, expectancy disconfirmation was an important variable which lowered switching intent, but as consumers perceived higher switching intent, they had higher response to switching intent. Consequently, it is necessary to reinforce tangible and intangible service in various aspects to meet consumption characteristics and desire through sustained monitoring of service quality in actual consumers for effective marketing strategies in golf driving ranges, and assure satisfaction beyond an expectancy level which can inhibit their switching behavior. However, despite the reinforcement of internal service, since the expectancy of service quality is always compared with other service and products, it is necessary to analyze competitor's service strategies sustainedly.