골프용품브랜드의 관계혜택, 만족, 신뢰, 충성도의 구조적 관계

This study aims to provide a basic data on relationship marketing of golf brands by identifying a structural relationship among relationship benefits, satisfaction, trust and loyalty of the golf brands. For this, among customers of golf clubs, population was selected by using the convenience sampling for 200 customers who answered that they have been buying golf goods in the same brand stores. 185 answer sheets (92.5%)except insincere responseswere used in the final analysis. A survey tool is a questionnaire consisting of 4 questions of demographic characteristics, 12 questions of relationship benefits, 4 questions of satisfaction, 4 questions of trust and 3 questions of loyalty. Confirmatory factor analysis(CFA) was implemented and verification with structural equation model(SEM) was conducted to investigate the relationship between variables. For model validation, maximum likelihood was used and a significance of path coefficient was determined by using CR value (Critical Ratio). The data was processed by using SPSS WIN Ver 21.0and AMOS 18.0. Looking at the results, first, relationship benefits of golf brands showed a positive effect on satisfaction. Second, relationship benefits of golf brands showed a positive effect on trust. Third, satisfaction showed a positive effect on trust. Fourth, satisfaction did not show any effect on loyalty. Fifth, trustappeared to affect loyalty.