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골프참여자 특성에 따른 골프지도자 만족요인 중요도 분석

Title
골프참여자 특성에 따른 골프지도자 만족요인 중요도 분석
Other Titles
A Study on the Level of Importance of the Satisfaction Factors toward Golf Instructor as Perceived by Recreational Golfers
Authors
고정수
Issue Date
2011
Department/Major
대학원 체육과학과
Publisher
이화여자대학교 대학원
Degree
Master
Advisors
원형중
Abstract
본 연구의 목적은 골퍼들이 골프지도자의 여러 조건들(지도력, 외형조건, 태도, 경력) 중 상대적으로 중요하다고 생각하는 만족요인의 중요도와 우선순위를 AHP분석을 통하여 파악하는데 있다. 이러한 목적을 달성하기 위해 현재 서울지역에 위치한 골프 연습장을 이용하는 골퍼를 모집단으로 선정한 후 남녀 100명을 편의 표본추출하여 설문조사 하였다. 회수된 설문 중 AHP 분석에서 일관성이 떨어지는 28부를 제외한 총72부의 설문지를 분석에 사용하였다. 이러한 절차를 거쳐 다음과 같은 결론을 도출하였다. 첫째, 골프지도자 만족요인의 상대적 중요도와 우선순위는 다음과 같다. 우선 중요도도출은 지도력, 태도, 경력, 외형조건 순으로 나타났으며, 이에 따른 전체적인 우선순위는 표현력, 성실, 리더십, 책임감, 동기부여, 예의 순으로 나타났다. 이외에 체격조건, 미적조건, 나이, 성별 등 외형조건은 가장 낮은 순위로 나타났다. 이는 골프지도자 만족요인 중 지도력이 가장 우선시 되는 반면 외형조건을 상대적으로 덜 중요함으로 알 수 있다. 둘째, 인구사회학적 특성에 따른 골프지도자 만족요인의 상대적 중요도와 우선순위는 다음과 같다. 성별에 따라서는, 남성과 여성 모두 지도력, 태도, 경력, 외형조건 순으로 상대적 중요도가 나타났다. 연령 및 학력에 따른 차이는, 전 연령층과 전 학력에서 지도력, 태도, 경력, 외형조건 순으로 상대적 중요도를 꼽았다. 반면 직업에 따른 분류에 있어서는 판매/서비스직을 제외한 모든 직업에서 지도력, 태도, 경력, 외형조건의 순으로 중요도를 나타냈으나, 판매/서비스직은 태도, 지도력, 경력, 외형조건 순으로 차이를 보였다. 셋째, 골퍼의 골프특성에 따른 골프지도자 만족요인의 상대적 중요도와 우선순위는 다음과 같다. 연습장회원구분, 참여기간, 참여빈도, 라운딩경험 유무, 핸디캡 등에 따른 상대적 중요도는 모두 지도력, 태도, 경력, 외적조건 순으로 나타났다. 한편 연습장 회원구분과 참여빈도에 따른 지도자 만족에 대한 하위요인의 상대적 중요도를 살펴보면 분류에 따라 매우 다양한 선택을 하고 있다. 이상과 같은 결과에 기초하여 연구자는 골퍼의 다양한 골프지도자 만족요인의 상대적 중요도와 우선순위를 파악할 수 있었다. 지도력을 가장 중요시하며 외적조건은 상대적으로 만족요인에 덜 영향을 미쳤다. 또한 조사대상자의 인구사회학적 특성과 골퍼특성에 따른 지도자 세부 하위 만족요인에 서로 다른 우선순위를 둔다는 점은 소비자입장을 고려한 유연하고 현실적인 대안을 제시할 수 있는 근거를 제시할 수 있었다.;This study aimed at figuring out the level of importance and the order of priority of the factors (the instructional ability, physical conditions, attitudes and career) golfers were satisfied with regarding a golf instructor through an AHP analysis. In order to achieve the aim, a survey was conducted involving 100 male and female golfers sampled from the population of golfers using a golf practice range in Seoul. Of the collected questionnaires, 28 were excluded due to their inconsistency in the AHP analysis and a total of 72 questionnaires was subjected to the analysis. Through these procedures, the following conclusions were acquired. First, the relative level of importance and the order of priority of the factors the golfers were satisfied with regarding a golf instructor were as follows. To begin with, when it comes to the level of importance of the factors, the instructional ability, attitudes, career and physical conditions were placed in order of decreasing importance. As for the order of priority of the factors, expressional ability, diligence, leadership, responsibility, motivation and etiquette were listed in order of decreasing priority. Physical conditions, beauty, age and gender were ranked among the lowest priorities. This indicates that of the factors golfers are satisfied with regarding a golf instructor, the instructional ability was considered most important while physical conditions were considered less important. Second, depending on demographic factors, the relative level of importance and the order of priority of the factors the golfers were satisfied with regarding a golf instructor were as follows. To begin with, as for the level of importance of the factors, both male and female golfers, regardless of gender, put the instructional ability, attitudes, career and physical conditions in order of decreasing importance. In addition, the golfers of various ages and educational levels all put the instructional ability, attitudes, career and physical conditions in order of decreasing importance. Furthermore, the golfers working in other industries than the sales and service industries listed the instructional ability, attitudes, career and physical conditions in order of decreasing importance while the golfers working in the sales or service industry put attitudes, the instructional ability, career and physical conditions in order of decreasing importance. Third, depending on the playing features of the golfers, the relative level of importance and the order of priority of the factors the golfers were satisfied with regarding a golf instructor were as follows. As for the relative level of importance of the factors, regardless of their membership status, practice duration, practice frequency, whether or not they had ever played a round of golf, and handicap, the golfers all listed the instructional ability, attitudes, career, and physical conditions in order of decreasing importance. Moreover, examining the relative importance of the sub-factors depending on the golfers' membership status and practice frequency showed that the golfers made very various choices depending on the way of categorizing. Based on the results above, the researcher found the relative level of importance and the order of priority of the factors golfers were satisfied with regarding a golf instructor. Golfers valued an instructor's instructional ability the most while attaching relatively less importance to his physical conditions. In addition, depending on the demographic features and playing features of golfers surveyed, the order of priority of the sub-factors the golfers were satisfied with regarding a golf instructor was different. This indicated that a more flexible and realistic alternative that considers customers should be presented.
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