Studying the Golf Course for Service Quality, Relationship Quality and Recommendation - An Empirical Study of the LinKou Golf Club

• Main Authors: Liu Pei_Wen, 劉佩雯
• Other Authors: Yang Guan-Yuan
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/4u4cz6

碩士 === 醒吾科技大學 === 觀光休閒系所 === 103 === 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 Domestic North Linkou, New Taipei City Golf Course in Central Taiwan. After a convenience sampling approach was adopted, a total of 200 questionnaires were distributed and 178 valid copies were collected, 89% 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.