스크린 골프장 소비자의 고객 만족도가 고객 신뢰 및 브랜드 충성도에 미치는 영향
Effect of Customer Satisfaction of Comsumer on Customer Trust and Brand Loyalty in Screen Golf Clubs
- 주제(키워드) customer satisfaction , customer trust , brand loyalty , screen golf club
- 발행기관 한국사회체육학회
- 발행년도 2012
- 총서유형 Journal
- DOI http://dx.doi.org/10.51979/KSSLS.2012.12.50.107
- KCI ID ART001717395
- 본문언어 한국어
초록/요약
The purpose of this study was Effect of customer satisfaction of consumer on customer trust and brand loyalty in screen golf clubs. The 600 Screen golf club consumers were chosen from 12 Screen golf clubs located in Seoul, Gangwon-do, Chungnam and Gyeonggi-do. Among 600 questionnaires distributed and collected, 88 were excluded from the study because they were neither thoughtfully nor completely answered. For the purpose of this study, frequency analysis, exploratory factor analysis, correlation, regression analysis, multiple regression analysis were performed. The research results of this study indicate that First. customer satisfaction of consumer had a significant influence on customer trust. Second, customer trust had a significant influence on brand loyalty. Third, customer satisfaction of consume had a significant influence on brand loyalty.
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