The Effect of Screen Golf Facility and Environment on Customer Experience and Behavioral Intentions: A Gender-Based Multi-Group Analysis

This study aimed to examine the effects of screen golf facility environment and infrastructure on customer experience and behavioral intention, and to verify gender-based differences through multi-group analysis. A total of 312 participants from screen golf venues located in the Seoul and Gyeonggi regions were surveyed using a validated and reliable questionnaire. First, the results revealed that both the environment and facility of screen golf venues had significant positive effects on customer experience and behavioral intention, while customer experience also significantly influenced behavioral intention. These findings suggest that the physical environment and facility quality play a critical role in fostering positive customer experiences, which in turn enhance behavioral outcomes such as revisit and recommendation intentions. Second, the interaction term between the environment and facilities of screen golf venues had a significant effect on customer experience, whereas its effect on behavioral intention was not statistically significant. Third, gender differences were identified in two specific pathways: the effect of the environment on customer experience and the effect of facilities on behavioral intention were significantly greater for female participants compared to males. In summary, the findings emphasize the importance of designing screen golf environments and facilities that enhance customer experience, as this directly influences customers’ behavioral intentions. Moreover, given that female customers are more sensitive to certain aspects of the service environment, differentiated strategies based on gender should be considered. Such efforts are expected to contribute to greater customer satisfaction and loyalty.