SERVICESCAPES와 서비스충성도, 구전의도간의 탐색적 연구 - 골프연습장을 중심으로

The Impact of the Servicescapes on Customer Service Loyalty and Word-of-Mouth Intention in Driving Range

&nbsp;&nbsp;The purpose of this study was to examine the effect of the servicescapes of driving range on customer loyalty and word-of-mouth intention.<BR>&nbsp;&nbsp;So, the study proposes theoretical backgrounds about the servicescapes of driving range ground and customer loyalty, word-of-mouth behavior.<BR>&nbsp;&nbsp;In order to realize these purposes, the study carried out simultaneously literature study and empirical study.<BR>&nbsp;&nbsp;SPSS for Windows 13.0 was used for statistical program of empirical analysis. At the first Factor analysis and reliability analysis were implemented to evaluate validity and reliability of measuring items as a means of evaluation components of major variables. And then multi-regression analysis were used to verify research hypotheses.<BR>&nbsp;&nbsp;Major findings of empirical study had the following implications for driving range marketers:<BR>&nbsp;&nbsp;Generally servicescapes had positive effects on customer service loyalty and word-of-mouth intention in driving range ground. But all factors of sservicescapes might not be related to customer service loyalty and word-of-mouth behavior of customer. Especially facility aesthetics were positively related with all result variables.<BR>&nbsp;&nbsp;The results of the study provide the following implications in academic and practical aspects. In academic aspects, the study on customer behavior considering perceived servicescapes shows considerable insights for understanding a response behavior and a new approach methods of golf studies.<BR>&nbsp;&nbsp;In practical aspect, the study provides strategic considerations of golfing market segmentation and tools for different marketing.