A Study on Service Quality, Relationship Quality and Recommendation -An Empirical Study of the Golf Club

• Main Authors: Chun-An Lai, 賴俊安
• Other Authors: Wen-Goang Yang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/39481743880260552238

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 101 === The Study aimed at investigating the effects of golf courses qualities and clubhouses amenities services on earning club membership recommendation by the implementation of the relationship quality model. The research subjects of the study were current members of selected fourteen golf clubs in Central Taiwan. After a convenience sampling approach was adopted, a total of 600 questionnaires were distributed and 501 valid copies were collected, 83.5% response rate. Descriptive statistical analysis and structural equation modeling (SEM) were performed for data analysis. The analysis results were as follows：1. The overall model fit of the linear structure model was fairly good, and the internal quality of structure model fit was positive as well; 2. The scores of club members’ perceived service quality, relationship quality and membership recommendation were above average; 3. Golf courses qualities and clubhouses amenities services mainly affected relationship quality, and relationship quality mainly affected membership recommendation, and relationship quality of golf club member had a certain level of mediating effect on golf courses qualities and clubhouses amenities services and membership recommendation. The results suggested golf courses providing different service contents to different types of memberships, which could advance the mutual benefits between consumers and golf clubs and also help for encouraging members to recommend club membership as an implementation of word of mouth marketing.