스크린골프장의 서비스품질과 샷의 유사성이 고객애호도에 미치는 영향

The purpose of the study was to find out user’s characteristics of screen golf facilities and users’ service quality according to the screen golf program. Besides, the secondary purpose of the study was to indirectly suggest the basic data for marketing strategies of the screen golf facilities, In order to accomplish the research purpose, this study used questionnaire and visited 20 screen golf in Busan city and distributed 300 questionnaires. Among the collected questionnaires, 51 questionnaires were discarded because those questionnaires were judged as incomplete questionnaires. To conduct this study the hypothesized structure equation model(SEM) was used by Amos 5.0 the result fo this study disclosed; First, the factor of service quality was statistically negative screen golf customers’s loyalty based on screen golf user at nowaday. Second, the factor of golf swing shot of reality was not statistically screen golf customers’s loyalty based on screen golf user at nowaday.