고려대학교

초록/요약

Purpose: The purpose of this experiment is to investigate the influence of indoor golf center’s relationship marketing on customer trust and their intention to revisit the facility. Only the indoor golf center’s customers were chosen as viable candidates for the experiment. Method: In order to achieve this research goal, 300 subjects were selected by convenience sampling method. Analysis consisted of structural equation model using the AMOS statistical program. Results: First, from the analysis on the influence of indoor golf center’s relationship marketing on customer trust, professionalism, customer orientation, communication, and facility factors showed statistically significant influences, while price factors did not show any significant influences. Second, from the analysis on the influence of indoor golf center’s relationship marketing on revisit intentions, professionalism, customer orientation, and price factors showed statistically significant influences, while communication and facility factors did not show any significant influences. Third, from the analysis on the influence of customer trust on revisit intentions, both competence and concern factors showed statistically significant influences. Conclusion: It can be concluded that finding a variety of ways to understand and appreciate the importance of relationship marketing, to implement it, and to build trust with customers will have a positive impact on customers’reuse of the facility.