본문 바로가기 주메뉴 바로가기
22대 대한민국 국회 국회정보길라잡이 국회의원검색
회원가입 로그인
HOME

정보검색

소장정보 검색

국회도서관 홈으로 정보검색 소장정보 검색

결과 내 검색

동의어 포함

고급검색

인명/단체명

저자정보 상세정보
인명/단체명을 입력하세요.

키워드

  • 대표어

  • 외국어

-

목차보기

표제지

목차

제1장 서론 8

제1절 연구의 배경 8

제2절 문제 제기 10

제3절 연구의 목적 11

제4절 기대효과 13

제5절 연구의 구성 13

제2장 이론적 고찰 16

제1절 골프장 산업 현황 16

1. 골프장의 개념 16

2. 골프장 산업의 시장규모 17

3. 향후 골프장 산업의 전망 22

4. 골프회원권의 개념 23

5. 국내 골프회원권의 소유 현황 27

6. 골프회원권 구매 영향 요인 30

7. 골프회원권 관련 선행 연구 34

제2절 회원권 가치 37

1. 가치의 개념 37

2. 회원권의 가치 39

제3절 회원의 만족 42

1. 고객만족의 개념 43

2. 고객만족의 구성요소 43

3. 만족의 과정 46

4. 만족 관련 선행연구 46

제4절 행동의도 48

1. 충성도의 개념 49

2. 충성도 관련 선행연구 51

3. 전환의도의 개념 53

4. 전환의도 관련 선행연구 54

제3장 연구 방법 56

제1절 연구 모형 56

제2절 가설 설정 57

제3절 개념 및 조작적 정의 60

제4절 표본의 구성 및 설문지 구성 63

제5절 분석방법 66

제4장 분석결과 67

제1절 표본의 특성 67

제2절 기술통계 분석 71

제3절 구성개념의 타당성 및 신뢰성 검증 72

제4절 가설 검증 75

제5장 결론 88

제1절 연구결과의 요약 88

제2절 연구의 시사점 91

제3절 연구의 한계점 및 향후 연구 93

참고문헌 95

설문지 105

Abstract 110

표목차

〈표 2-1〉 회원제 골프장의 유형 및 특성 17

〈표 2-2〉 골프장 산업의 시장규모 18

〈표 2-3〉 전국 골프장 현황 19

〈표 2-4〉 지역별 회원권 수 (2011년 5월 현황) 28

〈표 2-5〉 학자들에 의한 가치의 정의 38

〈표 2-6〉 충성도의 관점 49

〈표 3-1〉 회원권 가치의 측정 항목 61

〈표 3-2〉 회원의 만족의 측정 항목 62

〈표 3-3〉 행동의도의 측정 항목 63

〈표 3-4〉 모집단의 구성 및 설문 방법 64

〈표 3-5〉 설문지 구성 65

〈표 4-1〉 응답자의 인구통계학적 특성 68

〈표 4-2〉 골프회원권의 이용관련 특성 70

〈표 4-3〉 측정항목의 기술통계 분석 결과 71

〈표 4-4〉 골프회원권 가치의 타당성 및 신뢰성 검증 73

〈표 4-5〉 골프회원권 만족도의 타당성 및 신뢰성 검증 74

〈표 4-6〉 골프회원권 가치와 만족도의 다중회귀분석 결과 75

〈표 4-7〉 변수의 정의 및 기준변수 77

〈표 4-8〉 다항로지스틱 회귀분석의 우도비 검정결과 78

〈표 4-9〉 다항로지스틱 회귀분석의 결과 79

〈표 4-10〉 인구통계학적 특성과 행동의도와의 차이분석 82

〈표 4-11〉 골프회원권의 일반적 특성과 행동의도와의 차이분석 84

〈표 4-12〉 골프회원권의 만족도와 행동의도와의 차이분석 86

〈표 4-13〉 가설 검증 결과 87

그림목차

〈그림 1-1〉 연구의 구성 15

〈그림 2-1〉 골프장 이용객수 현황 20

〈그림 2-2〉 골프장 영업이익률 현황 21

〈그림 2-3〉 회원권의 종류 25

〈그림 2-4〉 골프장 회원권 시세 추이 29

〈그림 3-1-1〉 연구모형 56

〈그림 3-1-2〉 연구모형 57

초록보기

 The Korean golf industry increased the number of golf clubs by around 2 times in the country through rapid growth, compared to 10 years ago, and the market scale of the golf industry has jumped to the third-ranked market in the world next to United States and Japan. In the past that the number of golf clubs was remarkably few relatively compared to the present, the value of golf membership was very high in various aspects. But, it can be known that as its booking gets easy by rapid increase in the number of golf clubs and expecting profit-taking due to purchase of golf membership is difficult, the value of golf membership is falling. Accordingly, it is important to grasp satisfaction of membership that membership holders are currently recognizing, and this will be helpful in grasping

whether members would keep or withdraw membership in the future, and in expecting a change of the membership market.

Accordingly, this research aims to understand a level of the membership value that membership holders are having, to find out satisfaction on each value and to examine about holding and withdrawal(holding existing membership, conversion into new membership, give-up of membership) in the future. Through this, the enterprise operating a golf club will get a help in establishing marketing strategies, and this will have a big influence on establishing management strategies at an enterprise developing a new golf club.

Accordingly, this research has divided a value of membership into a total of 3 kinds(utility value, investment value and possession value) based on preceding researches, and grasped satisfaction on each value. And this research grasped the effect that respondent's demographic characteristics, general characteristics of golf membership and satisfaction of golf membership have on the future behavior intention of members.

In order to accomplish the purpose of this research, a questionnaire survey was carried out with the target of national membership holders, and the questionnaire survey was mainly executed through large religious bodies(temples, churches and Catholic churches, etc.), golf clubs(Yangpyeong TPC, Asiana CC, etc.) of Gyeonggi Province and related persons of membership exchange.

The empirical analysis performed reliability analysis and factor analysis to confirm basic analysis of surveyed data and reliability and feasibility on question items.

In addition, an regression analysis was carried out to verify an effect relationship between satisfaction and membership value that is deduced through factor analysis in order to examine respondent's demographic characteristics, general characteristics of golf membership and the future behavior intention of members according to satisfaction of a membership value, a multiple logistic regression analysis was carried out.

As a result of empirical analysis, all the utility value, investment value and possession value have a positive influence on satisfaction, and it can be known that the investment value has the largest influence on satisfaction of members among them.

In addition, next to the investment value, the utility value largely act on satisfaction of members, and it can be known that the utility aspects such as easiness of booking, luxury of golf courses and facilities, and golf environment's comfort, accessibility and superior service, etc. are factors that have an influence on satisfaction of customers in buying and using membership.

Accordingly, in order to raise loyalty of members buying membership and promote continuos utilization, golf clubs should make efforts to improve booking and service as well as physical environment such as golf courses and general facility level, etc.

In addition, as a result of confirming prediction on selection of the future behavior intention of members according to respondent's demographic characteristics, general characteristics of golf membership and satisfaction of members, the accuracy rate of general prediction turned out to be 76.0%, and the response that will keep membership appeared as 78.1%, and the response that will convert existing membership into new membership appeared as 13.4%, and the give-up of membership appeared as 8.5%.

The higher the level and satisfaction of utility value, investment value and possession value of membership are, the ratio of response that will keep membership was high, and it could be known that respondents who will convert existing membership into new membership have high probability that select according to utility value and possession value.

If aggregating the results of this research, it can be known that the response rate that will keep existing membership is remarkably high under the current circumstances that new luxurious golf clubs are pouring out. When considering the ratio that will convert membership into new membership comes out only 13.4%, it is expected that difficulty of the membership market will be continuously continued.

Accordingly, as appeared in the research results, it is thought that enterprises selling membership will need to specially highlight utility value and possession value of membership capable of appealing strongly to potential customers.

추천서가 (다양한 추천 자료를 만나보세요)

권호기사보기

권호기사 목록 테이블로 기사명, 저자명, 페이지, 원문, 기사목차 순으로 되어있습니다.
기사명 저자명 페이지 원문 기사목차

권호

기사명 원문보기 기사목차
닫기