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http://dx.doi.org/10.14400/JDC.2017.15.6.467

The Relationship among Golf Wear Selection Attributes, Customer Satisfaction, Brand Attitude and Repurchase Intention  

Kim, Jae-Hwan (Dept. of Social Sports, International University of Korea)
Kim, Joo-Young (Dept. of Sport Industry & management, Korea National Sport University)
Publication Information
Journal of Digital Convergence / v.15, no.6, 2017 , pp. 467-479 More about this Journal
Abstract
The purpose of this study was to identify the relationship among golf wear selection attributes, customer satisfaction, brand attitude and repurchase intention In order to achieve this purpose, 204 spectator were selected from department of golf at university and golf wear store in seoul by the convenience sampling method. The instrument for data collection was a questionnaire whose validity was evaluated by an expert group and whose reliability was judged from the cronbach's alpha values ranging from .826 to .945 The results first, it showed that aesthetics and dailiness of golf wear selection attributes had positive effect on customer satisfaction. Second, it showed that customer satisfaction had positive effect on brand attitude. Lastly, it showed that customer satisfaction had positive effect on repurchase intention. Therefore, golf wear firms should understand what consumers' Selection Attributes. And they should devise effective strategies.
Keywords
Golf Wear; Selection Attributes; Customer Satisfaction; Brand Attitude; Repurchase Intention;
Citations & Related Records
Times Cited By KSCI : 11  (Citation Analysis)
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