The relationships between service quality, customer satisfaction, and repurchase intention in Korean private golf courses

The primary purpose of this study was to identify the relationships between service quality, customer satisfaction, and repurchase intention in Korean private golf courses. This study was conducted on golfers selected from private golf courses in South Korea during the golf season of 2004/2005. A total of 434 questionnaires were accepted for the final data analysis.; The instrument utilized for the present study was divided into four sections: (1) Service Performance Scale, (2) Customer Satisfaction Scale, (3) Repurchase Intention Scale, and (4) Demographic Information Scale. The performance-based scale (SERVPERF) developed by Cronin and Taylor (1992) was utilized for this study after slight modification. The scales measuring customer satisfaction and repurchase intention were adopted from Chang's (1998) instrument. To address the first research question, descriptive statistics and an Analysis of Variance was utilized to analyze the effects of each categorical independent variable. To test the second, third, and fourth research questions, a multiple regression analysis was performed to examine the relationships between service quality, customer satisfaction, and repurchase intention.; For the first research question, it was tentatively concluded that there were statistically significant differences in the mean levels of service quality in terms of Age (F (4, 429) = 2.865, p < .05) and Education (F (4, 429) = 3.11, p < .05).; With regard to the second research question, the results of the regression model indicated statistical significance (F (5, 428) = 121.06, p = .00), with 58% of the overall customer satisfaction explained by the five factors of service quality. The regression coefficients from the multiple regression analysis indicated that the factors of assurance and tangibles exerted the strongest influence on the overall customer satisfaction, followed by the factors of reliability, empathy, and responsiveness.; The result of the multiple regression analysis for the third research question showed that the regression model was statistically significant ( F (5, 428) = 37.27, p = .00), and 29% of overall repurchase intention (the dependent variable) was explained by the five factors of service quality (the independent variable). Furthermore, based on the results of the regression coefficients, only the service quality factors of assurance and tangibles indicated statistically significant unique relationships with the overall repurchase intention.; The relationship between measures of customer satisfaction and measures of repurchase intention for the private golf courses (Question 4) was also examined using a simple regression method with the alpha level set at .05. The result of the simple regression method indicated that almost 52% of the repurchase intention was explained by the overall customer satisfaction ( R2 = .517). That is, significant interactions were found between overall customer satisfaction and repurchase intention for the respondents.