IT 기업이 인수한 골프장의 관계마케팅과 고객만족, 고객신뢰 및 관계성과에 대한 연구

Abstract

In this study, it was designed based on previous studies to understand the relationship between relationship marketing, customer satisfaction, customer trust, and relationship for golf course users. After GOLFZONE acquired the golf course in 2020, an analysis of golf course users was conducted. As a result of reliability and validity analysis, all measurement variables were found to be statistically significant. The hypothesis was verified through path analysis of the structural equation model. Hypothesis 1 on relationship marketing and customer satisfaction was partially adopted. Relationship marketing and customer trust hypothesis 2 were partially accepted. Hypothesis 3 of customer satisfaction and relationship were all adopted. Hypothesis 4 on customer trust and relationship performance was also adopted. This study seeks ways to improve golf course marketing and establish efficient strategies through empirical analysis results. The theoretical implications of this study are to reaffirm the results of previous studies on the relationship between relationship marketing, customer satisfaction, customer trust, and relationship related to the golf course business, and to identify causal relationships by designing and analyzing paths between variables.