ScholarWorks@숙명여자대학교

초록

This study looks at the impact of perceived value for golf driver on customer satisfaction, brand trust, and switching intention. This aims to present useful data for predicting consumer behavior towards driver product and present strategies that can deliver competitive advantage. The research results are as follows. First, perceived value has a significant impact on customer satisfaction(accepted). Second, perceived value has a significant impact on brand trust(accepted). Third, perceived value does not significantly affect switching intention(rejected). Fourth, customer satisfaction has a significant impact on brand trust(accepted). Fifth, customer satisfaction has a significant effect on the switching intention(accepted). Sixth, brand trust does not significantly affect switching intention(rejected). Overall, it is important for a customer to feel that they get better benefits and more information than users who use other brands. Based on mutually beneficial relationship between customers and supplies, it is import to ensure customers that trust, conscience and safety is guaranteed by advertisement since enhancing value awareness is crucial on establishing rapport. In addition, it is necessary to establish a quality assurance system or an independent program that could reflect various opinions from customer. These measures could reduce the turnover rate if carried out successfully.

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