골프이용자의 고객만족, 브랜드신뢰, 전환의도에 관한 연구 : 골프 드라이버 중심으로

Abstract

In this study, the relationship among customer satisfaction, brand trust, and repurchase intention, focusing on drivers used by golfers, is analyzed to identify the effects of golf-related characteristics of golf product users, and positive effects on golf industry and population. The purpose of this study is to provide insight and to assist increase golf participation. The research results are as follows; First, customer satisfaction wasn’t influenced by general characteristics. Second, brand trust wasn’t influenced by general characteristics. Third, repurchase intention was influenced by general characteristics. Specifically, it was found that it was influenced by gender, occupation, golf career, golf course visit frequency, and golf driver brand, and it wasn’t influenced by age.