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[학술저널]

  • 학술저널

허철무(성결대학교) 양성지(성결대학교)

DOI : 10.35159/kjss.2017.08.26.4.479

초록

The goal of this study was to investigate the effect of empathy for golfer on attitude toward the sponsor and customer loyalty of golf customers. In order to achieve the purpose of this study, total of 255 golf customers were surveyed. The data were analyzed by exploratory factor analysis, confirmatory factor analysis, correlation analysis, reliability analysis and structural equation modeling analysis using SPSS 21.0 program and AMOS 21.0 program. The results showed that empathy for golfer of golf customers had influenced positively on attitude toward the sponsor. Second, Attitude toward the sponsor had influenced positively on customer loyalty. Third, empathy for golfer of golf customers had not influence significantly on customer loyalty.

목차

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