Analysis of Relationship between Service Quality of Food and Beverage and Customer Behaviors for Sustainable Golf Course Management

Abstract

This study verified the analysis of the relationship between service quality of food and beverage and customer behaviors for sustainable golf course management. This study employed triangulation design, a mixed methods research framework that compares the results of quantitative and qualitative investigations. The quantitative study verified the effects of service quality of food and beverage on customer loyalty and willingness to recommend online. The subjects of the quantitative study analyzed the responses of 372 golfers over 20 who use driving ranges in Seoul and Gyeonggi Province. The results of the quantitative study were as follows. First, reliability and responsiveness among sub-factors of service quality had a positive effect on customer loyalty. Second, empathy among sub-factors of service quality had a positive effect on willingness to recommend online. Third, customer loyalty had a positive effect on willingness to recommend online. Fourth, customer loyalty had a mediating effect on the relationship between reliability among sub-factors of service quality and willingness to recommend online. For the qualitative study, six research participants were selected, and in-depth interviews were conducted on golfers’ preference and non-preference factors for food and beverage services at golf courses’ clubhouses. The qualitative research results are as follows. First, golf participants recognized that the speed of food preparation and prompt provision of food and beverages were significant. Second, the food flavors and the clubhouse restaurant’s physical environment were also deemed important. Third, poor quality of food and beverage facilities and meals negatively affect the reliability and willingness to recommend the golf course. This study is unique in that it adopted a mixed methods approach, which has not been done in related previous studies.