골프장의 관계혜택이 고객만족, 전환비용, 대안매력도 및 충성도에 미치는 영향

초록

The purpose of this study was to examine the relationship among relational benefits, customer satisfaction, switching cost, attractiveness of alternatives and loyalty of golf club. The subjects were 330 customers at four golf clubs, and 330 data were collected and 319 of them were chosen as for final data analysis. Data processing was done for frequency analysis using SPSS WIN Ver. 18.0 and confirmatory factor analysis and structural equation model analysis using AMOS 18.0. Based on the above study method and procedures, the result of the study are summarized as follows. First, relational benefits had significant influence on customer satisfaction. Second, customer satisfaction had significant influence on switching cost and attractiveness of alternatives. Third, switching cost and attractiveness of alternatives had significant influence on loyalty.

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