골프 전문화 수준에 따른 스크린골프장 서비스스케이프 선호의 다양성

Abstract

Purpose: This study aims to better understand how golfers show their preferences for different elements of screen golf cafe servicescape. The study also attempts to eaxmine how two golfer groups, segmented based on recreation specialization, show their diversity in servicescape preferences. Method: With the aid of a professional marketing research company, this study selected an effective sample comprised of 572 recreational golfers using a randomized proportionate sampling method. The study also employed the choice experiment, a microeconomic valuation technique, which has been popularly utilized to scrutinize respondents’ innate preference structures. Based on an extensive review of previous literature, we chose eight different attributes representing screen golf cafe servicescape. Results: Results of the choice experiment suggested that all respondents placed the greatest importance on ‘indoor air quality’ attribute, followed by ‘fee’ and ‘numbre of personal armchairs’ attributes. Respondents also showed their willingness to pay KRW 2,287 given th aat screen golf cafe provided an additiona l parking spot. The two golf groups, segmented based on recreation specialization, revealed their differences in relative importance placed on several attributes of servicescape. Conclusion: Based on results of a series of choice experiments, this study provides several management implications and marketing strategies that help screen cafe operators maximize customer levels of satisfaction.