골프클럽에 대한 제품보증이 고객충성도에 미치는 영향

The purpose of this study was to define the relationship between product warranty for golf club and perceived quality of product, perceived value, customer's satisfaction, and their loyalty. The investigation was performed to the 300 members throughout 6 golf courses located in Seoul, Gyeong-gi, and Cheonan by using convenience sampling. 282 samples except for 18 copies which were deemed to be unnecessary were processed using SPSSWIN Ver. 15.0 and AMOS 7.0. Each hypothesis was verified after test goodness of fit of research model through analysis of reliability and structural equation model analysis. The results were as follows. First, the reliability and definiteness of product guarantee were turned out to influence the perceived quality meaningfully, however the limitation of product warranty will not affect to the perceived quality of product meaningfully. Second, the perceived quality of product will have meaningful influence on the perceived value.Third, the perceived quality of product will have meaningful influence on the customer's satisfaction. Fourth, the perceived value was investigated to influence the customer's satisfaction meaningfully. Fifth, the customer's satisfaction will have meaningful influence on attitudinal loyalty and behavioral loyalty of golf club.