Effect of Perceived Relationship Benefits on Customer Loyalty of Public Golf Course Customers

This study investigated the relationship between perceived relationship benefits and customer loyalty of public golf course customers. Statistical research methods were used to verify the established hypothesis. The subjects of the study were limited to customers who used public golf courses located in the metropolitan area, and a total of 232 questionnaires were used in the final analysis. The analysis methods used were frequency analysis, factor analysis, reliability analysis, correlation analysis, and multiple regression analysis. The derived results are as follows. First, as a result of verifying the relationship between the relationship benefits of public golf courses on the repurchase intention among customer loyalty, the relationship with all factors such as confident benefits, social benefits, and special treatment benefits was confirmed. In public golf courses, there is a need to strengthen service satisfaction surveys to identify customers' needs and provide training to improve the services of employees. Second, as a result of verifying the relationship between the relationship benefits of public golf courses and the recommendation intention among customer loyalty, the relationship with all factors such as confident benefits, social benefits, and special treatment benefits was confirmed, just like the repurchase intention above. It is necessary to establish a marketing strategy that reflects the characteristics of public golf courses.