The impact of relationship marketing in Screen Golf facilities on customer satisfaction, trust, intention to continue

This study aims to analyze the impact of relationship marketing in screen golf facilities on customer satisfaction, trust, and intentions to continue. Although the significance of long-term customer relationship strategies is increasingly emphasized due to the growing popularity of screen golf, academic research on relationship marketing within this industry remains limited. Therefore, this study seeks to provide empirical evidence regarding the effectiveness of relationship marketing strategies, offering foundational data for the development of practical marketing approaches in the screen golf sector. To achieve this objective, an online survey was conducted with users of screen golf facilities in the Seoul and Gyeonggi regions from May 1st to June 15th, 2025. A total of 285 valid responses were collected. The data were analyzed using SPSS 28.0 and AMOS 28.0 through confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling. First, relationship marketing in screen golf facilities was found to have a significant impact on customer satisfaction. Second, it significantly influenced customer trust. Third, customer satisfaction positively affected the intention to continue. Fourth, customer trust also had a positive effect on the intention to continue. Among the sub-factors of relationship marketing, communication has emerged as a key predictor of both customer satisfaction and trust, highlighting the significance of effective communication strategies with customers. Consequently, operators of screen golf facilities should implement systematic and consistent relationship marketing strategies to cultivate long-term customer relationships and encourage ongoing participation.