Abstract
The purpose of this study is to empirically analyze the differences in customer satisfaction among recreational golf participants based on demographic factors and service quality. The results obtained from independent sample t-tests, one-way ANOVA, and regression analysis using a total of 525 questionnaires are as follows. First, the level of satisfaction with the golf course, a sub-factor of customer satisfaction, showed differences according to education level and monthly income, while the level of golf purchasing showed differences according to age, education level, occupation group, and monthly income. Second, practical service quality factors such as local relations and image, usage fees and game progress, and restaurant service had a negative (-) effect on the level of satisfaction with the golf course, while membership management service had a positive (+) effect. Regarding the level of golf course purchasing, a sub-factor of customer satisfaction, the factors of local relations and image, membership management, and restaurant service had a negative (-) effect. Third, among the internal service quality factors of golf course caddies, distance measurement, and external factors such as problem handling, golf club management, and verbal communication, showed a positive (+) influence on the level of golf course satisfaction, a sub-factor of customer satisfaction. Regarding the golf course purchasing factor, a sub-factor of customer satisfaction, club recommendation and course maintenance among the internal service quality factors of caddies, and problem handling among the external service quality factors, showed a positive (+) influence.