골프연습장 이용객의 성별에 따른 서비스스케이프가 고객만족도 및 재방문에 미치는 영향력 비교

The purpose this research is to establish the effects of the servicescape according to the gender on customer satisfaction and revisit of the users of outdoor golf practice ranges in the Gyeonggi region. To achieve this purpose, a total of 622 persons who regularly practiced for more than 6 months in 10 outdoor golf practice ranges were sampled using the cluster random sampling method. And the analysis was conducted using the research tools, which are related to servicescape, customer satisfaction, and revisit, and whose validity and reliability were verified serving the purpose of this research. And on the collected data, the multi-group analysis through frequency analysis, exploratory factor analysis, variance analysis, correlation analysis, covariance structure analysis was conducted using SPSS 18.0 and AMOS 18.0. As a result, the following conclusion could be obtained. First, it was found that, in the effects of servicescape of the users of golf practice ranges on customer satisfaction and revisit, servicescape had effects on revisit through customer satisfaction. Second, it was found that, in the differences according to the gender in the effects of servicescape of the users of golf practice ranges on customer satisfaction and revisit, there were differences only in the path coefficient in the effects of servicescape on customer satisfaction.