골프장 서비스 공정성이 회원권 가치와 참여만족 및 구매행동에 미치는 영향

This study was to provide fundamental data and information on golf industry by studying what effects of service fairness on membership values, customer satisfactions and purchase behavior in membership country club, Tthrough the way of improving and gaining a competitive management efficiency, customers demand high quality services that clients have to increase membership value and customer satisfaction, building a positive image in a diversified market environment. After question investigating the data which is collected used PASW Statistics 18.0 for Windows and AMOS 18.0 program, analysis was used in order to acquire demographic characteristics and golf properties of members. The results were as follows. First. service fairness showed (+) effects on value of club membership. Second, service fairness showed (+) effects on participational satisfaction. Third, service fairness had no effects on purchase behavioral. Fourth, value of club membership showed (+) effects on purchase behavioral. Fifth, participational satisfaction showed (+) effects on purchase behavioral. Sixth, value of club membership showed (+) effects on participational satisfaction, but explanatory power was low.