골프장 관계마케팅이 고객만족과 충성도에 미치는 영향

The Effect of the Relationship Marketing on Customer Satisfaction and Loyalty of Golf Users

This paper aims to compare the effects of the relationships marketing on customer satisfaction and loyalty between the membership and the public golf club. Data were collected from 170 membership golfers and 172 public golfers on 17~27 of September, 2010. The social, psychological, economic and customization factors of relationship marketing of golf club were extracted from the factor analysis. Consequently, the structural equation modeling analysis indicates that only psychological and customization factors of relational marketing significantly effect on the customer satisfaction in the membership golf club, while no factors of relational marketing in the membership golf club have effects on customer loyalty. However, psychological, economic and customization factors were significantly effect on customer satisfaction and loyalty in the public golf club. The result implies that the different marketing strategy is needed in which is human relation as a member of membership golf club and price strategy in the public golf club.