초록 열기/닫기 버튼
This study aims to provide basic data on sustainable growth and low-cost, high-efficiency management strategies of golf goods companies by identifying the impact of relationship marketing at golf goods stores on customer satisfaction and continuous purchase intentions. From June to July 2020, at 5 of each brand golf goods store conducted a study based on the responses of the final 241 out of 260 questionnaires. The data processing used spss 25.0 to conduct frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, and regression analysis. According to the results of the study, first, customer orientation and communication factors among the relationship marketing subfactors had a positive impact on customer satisfaction and the connectedness did not have a significant impact. Second, all of the relationship marketing subfactors had a positive impact on the continuous purchase intention. Third, customer satisfaction had a positive effect on continuous purchase intention. Therefore, golf equipment stores should be aware of the effective value of relationship marketing, and by maintaining and developing a positive relationship with customers from a service point of contact, they will be able to induce customer satisfaction and convert them into fixed customers. In addition, a differentiated relationship marketing strategy based on customer understanding and meticulous consideration will provide a sustainable growth engine and encourage continued use and purchase of golf equipment stores.
