Study on Conflict Factors and Improvement Measures Between Golfers and Caddies According to Generational Transition

The purpose of this study was to conduct focus group interviews with six golfers and six caddies to analyze the causes of conflict between golfers and caddies and suggest improvement measures. As a result of the study, first, service quality improvement, communication strengthening, and feedback collection were identified in conflicts related to service provision. Second, the conflict factors regarding golf manners and etiquette included strengthening etiquette education, establishing an etiquette culture, and strengthening prior education and guidance. Third, on safety issues, strengthening safety education, course management, and alcohol restrictions were suggested. Fourth, on the cost issue, strengthening price transparency, balancing cost and services, and providing customized services were suggested. Fifth, generation differences and cultural factors suggested strengthening communication, increasing openness, and responding to change. Sixth, in social interaction, conflict prevention, mutual respect, and strengthening communication were suggested.