골프연습장과 스포츠센터 창업에 있어 서비스품질 및 소비자행동에 관한 연구

Recently, the national interest in sports including golf has risen and the sports industry has been expanded and popularized. For this reason, various studies on the current state of sports facilities and management methods have been conducted. But comparative research on the service quality of sports facilities, characteristics of individual consumer behaviors and differences between them has been hardly conducted. Therefore, this study aims to investigate the differences between the service quality and consumer behaviors in golf range and sports center startt-up through statistical analysis. The results of this study are as follows. First, there were significant differences in the quality of human resources and management systems perceived by users and especially, the service quality of the golf club showed a relatively higher perception. Second, when the differences in consumers' reuse intention and recommendation to others in the two facilities were analyzed, the golf club received a higher recommendation to others. Third, when the interactive effects of service quality, consumer behaviors and demographic characteristics were analyzed, all the sectors except for age and consumer behaviors showed strong interactive effects. In conclusion, these results display specific contents of the two facilities that have been perceived in the same context, so far, and will serve as data for facility management and marketing, from the practical perspective.