The relationship between perceived service fairness, quality of relationship, and customer citizenship behavior in golf range customers

The purpose of this study is to explore the relationships between service fairness as perceived by golf range customers, the quality of relationships, and customer citizenship behaviors. For this purpose, golf range customers who had previously received lessons from golf instructors were selected as the population, and data from 265 respondents were collected through convenience sampling. Validity, reliability, descriptive statistics, and multivariate multiple regression analyses were conducted using the collected data. The results showed that first, the perceived service fairness of golf range customers has a positive effect on the quality of relationships. Second, the perceived service fairness of golf range customers partially positively affects customer citizenship behaviors. Third, the quality of the relationship between golf range instructors and customers positively influences customer citizenship behaviors. This study suggests marketing strategies for attracting new customers and retaining existing members in the golf range market.