골프 클럽하우스의 서비스품질과 브랜드 명품화, 브랜드 로열티에 관한 연구 : 성별의 조절역할을 중심으로

This study attempted to investigate the structural relationships among service quality(i.e. food quality, employees service and physical environment), brand prestige, and brand loyalty with the moderating impact of gender in the context of golf clubhouse. Data were collected from customers who have experienced golf clubhouse in Korea within the last three months via an online survey. The results of the structural analysis indicated that food quality and physical environment positively affect brand prestige. More specifically, the impact of food quality on brand prestige was greater than physical environment. However, there is no significant relationship between employee service and brand prestige. In addition, the impact of brand prestige on brand loyalty was significant and positive. The results of the invariance test identified the significant moderating impact of gender on the link from brand prestige to brand loyalty. An examination of the moderation table implied that men’s group showed a greater between the level of brand prestige and brand loyalty. Our research helps researchers and practitioners better understand customers behavior of a golf clubhouse.