골프지도자의 지도유형이 레슨참여자의 만족도와 재구매의도 및 구전효과에 미치는 영향

초록

The purpose of this study is to analyze and identify the correlation between golf leader's instruction style and lesson participants' satisfaction, repurchase intention, and word of mouth effect based on leadership style of sport(LSS). In order to obtain the results of this research purpose, in this study, the participants who took the golf lessons at driving ranges located in metropolitan area(Seoul and Gyeonggi) were chosen as the subject group. Out of them, we investigated 300 random sample participants who were taking the lesson for over 2 times in a row, using stratified cluster random sampling from the probability sampling methods. After collecting the answer sheets and excluding five answer sheets with unfaithful responses, a total of 295 answer sheets were analyzed using SPSS 22.0 for Windows. Specific statistics methods were used including descriptive analysis, reliability analysis, frequency analysis, correlation analysis, and multiple regression analysis. The results obtained from these research procedures and data processing methods are as follows. First, it turned out that positive compensatory behaviors and social support behaviors among golf instructor's instruction types affected the satisfaction of lesson participants. Second, positive compensatory behaviors, social support behaviors, and authoritarian behaviors influenced the repurchase intention of lesson participants. Third, positive compensatory behaviors, social support behaviors, and authoritative behaviors influenced the word of mouth effect of lesson participants.

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