예탁금제 골프장의 관계혜택이 회원권 가치, 회원만족 및 관계지속의도에 미치는 영향

The Impact of Relation Benefits on the Membership Value, Member Satisfaction and Relationship-Persistence Intentions in Depositary System Golf Clubs

This study is about the solution of enrollment fee return of depositary system golf courses. In the golf course industry, whether existing members continue their relationship is directly connected to the survival of golf courses at the point of demanding return of enrollment fees. There haven't been enough empirical and theoretical researches on this matter. Therefore, this study is intended to identify the relation between member satisfaction and membership's value by setting influencing relationship of membership value increase and member satisfaction on relationship-persistence intention along with relation benefit as a core factor. It also tries to establish the foundation of marketing strategy and member management strategy for each member through regulation effect on the influencing relationship that affects relationship-persistence intention. For this study, we carried out a survey targeting the members of golf courses with a membership and analyzed the survey data of 282 people. Using SPSS 15.0 program, the statistical processing of data collected was performed to examine the general characteristics of the customers and to verify the reliability and validity of the measured variables. The results of the analysis performed for verification of the research model was found satisfactory to calculate the analysis of the structural model. Based the result of this study, golf courses should seek improvement method of relationship benefits with members and establish strategic direction to maximize relationship-persistence intention by giving membership value and improving member satisfaction.