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자료유형
학술저널
저자정보
저널정보
한국체육과학회 한국체육과학회지 한국체육과학회지 제16권 제4호
발행연도
2007.11
수록면
479 - 489 (11page)

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초록· 키워드

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The purpose of this study was analysis to affecting of Factors marketing mix to the types of golf driving range on customer satisfaction and their intention of re-visitation and provide people with verifiable basic information that could realize the differentiated management and marketing strategy that could cope with customer needs and values in various and stratified driving ranges through marketing mix factors depending on the types of golf driving ranges.
The study performed a survey for the users of each 6 outdoor and indoor golf driving ranges located in Seoul and Kyung gi through convenience sampling and the survey was filled up by self-administrated method. Each total of 360 copies was distributed to the total of 680 copies was used in the study excluding and the total of indoor golf driving ranges(332), outdoor golf driving ranges(348). For the data analysis were performed by using an SPSS Ver.12.0 and the following are the result.
First, there were significant differences in the factors such as ‘place,’ and ‘promotion’ in marketing mix factors depending on the types of golf driving ranges. Second, as a result of looking into the affects of marketing mix factors of indoor golf range on customer satisfaction, it was revealed that ‘product’ and ‘price’ factors have a statistically significant affect on customer satisfaction. Third, as a result of looking into the affects of marketing mix factors of indoor golf range on Intention of Re-Visitation, it was revealed that ‘product’ and ‘place’ factors have a statistically significant affect on Intention of Re-Visitation. Fourth, as a result of looking into the affects of marketing mix factors of outdoor golf range on customer satisfaction, it was revealed that ‘product’ and ‘price’ factors have a statistically significant affect on customer satisfaction. Fifth, as a result of looking into the affects of marketing mix factors of outdoor golf range on revisit intent., it was revealed that ‘product’ ‘place’, ‘promotion’ factors have a statistically significant affect on Intention of Re-Visitation.

목차

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과
Ⅳ. 논의
Ⅴ. 결론 및 제언
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