골프코스에 대한 지각된 서비스품질이 골프장이미지에 미치는 영향

The objective of this study is to measure how much effect the service quality of a golf course has on the image of the course. To accomplish this objective, 400 customers of golf course`s were collected for sample group, and 374 materials were used for final analysis. The conclusion from the material analysis by using frequency analysis, reliability analysis, factor analysis, and multiple regression is as follows : First, physical qualities consist of five factors that is scenery, degree of difficulty, shape of course, course`s condition and ambiance. Process qualities consist of six factors that is club house, tee off, booking, driving range, caddie and cart. And golf course image was classified into marketing, convenience, accessibility and aesthetic. Second, the findings of the multiple regression to analyze the effect of service quality(physical and process quality) on golf course`s `marketing` images showed that related to scenery, degree of difficulty, course` s condition, ambiance, driving range and caddie. Ten service qualities(scenery, degree of difficulty, course`s condition, ambiance, club house, tee off, booking, driving range, caddie and cart) of eleven factors had a significant effect on golf course`s `convenience` image. Also, ten service qualities(scenery, degree of difficulty, shape of course, course`s condition, ambiance, club house, tee off, booking, caddie and cart) of eleven factors had a significant effect on golf course`s `accessibility` image. And `aesthetic` images related to scenery, degree of difficulty, course`s condition, ambiance, club house, tee off, booking and driving range.