The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values
Abstract
:1. Introduction
2. Theoretical Background and Hypothesis Development
2.1. Brand Globalness
2.2. Perceived Value
2.3. Brand Globalness and Perceived Value
2.4. Brand Globalness and Perceived Value as Antecedents of Customer Loyalty
3. Method
3.1. Research Setting
3.2. Participants and Data Collection Procedures
3.3. Instruments
4. Results
4.1. Descriptive Statistics
4.2. Measurement Model
4.3. Structural Model
5. Discussion
5.1. Theoretical Contributions
5.2. Practical Implications
5.3. Limitations and Future Directions
Author Contributions
Funding
Conflicts of Interest
References
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Variables | Categories | Frequency (%) | Variables | Categories | Frequency (%) |
---|---|---|---|---|---|
Gender | Male | 137 (69.2%) | Frequency of annual attendance | 1 time | 29 (14.6%) |
Female | 61 (30.8%) | 2 times | 43 (21.7%) | ||
3 times | 32 (16.2%) | ||||
4 times | 26 (13.2%) | ||||
Age | Below 20 | 10 (5.1%) | More than 5 times | 68 (34.3%) | |
20-29 | 29 (14.6%) | ||||
30-39 | 19 (9.6%) | Occupation | Student | 28 (14.1%) | |
40-49 | 67 (33.8%) | Self-employed | 61 (30.8%) | ||
50+ | 73 (36.9%) | Government officer | 14 (7.1%) | ||
Office worker | 55 (27.8%) | ||||
Education | High school | 24 (12.1%) | Housewife | 30 (15.2%) | |
College student | 9 (4.5%) | Others | 10 (5.0%) | ||
College graduate | 143 (72.2%) | ||||
Advanced degree | 22 (11.2%) | Years of golf experience | Below 1 year | 20 (10.1%) | |
1-3 years | 33 (16.7%) | ||||
Monthly income | Below $2999 | 41 (20.7%) | 3-5 years | 63 (31.8%) | |
$3000-$4999 | 70 (35.3%) | 5-9 years | 44 (22.2%) | ||
$5000-$6999 | 54 (27.3%) | More than 10 years | 38 (19.2%) | ||
More than $7000 | 33 (16.7%) |
Variables | 1 | 2 | 3 | 4 | 5 | 6 |
---|---|---|---|---|---|---|
1. Brand globalness | 1 | |||||
2. Functional value | 0.22 ** | 1 | ||||
3. Emotional value | 0.34 ** | 0.03 | 1 | |||
4. Social value | 0.19 ** | 0.25 ** | 0.21 ** | 1 | ||
5. Altruistic value | 0.39 ** | 0.25 ** | 0.15 | 0.25 ** | 1 | |
6. Customer loyalty | 0.40 ** | 0.25 ** | 0.43 ** | 0.29 ** | 0.22 ** | 1 |
Mean | 4.09 | 4.09 | 4.21 | 4.33 | 3.92 | 4.16 |
Standard deviation | 0.64 | 0.74 | 0.66 | 0.68 | 0.75 | 0.59 |
Cronbach’s alpha | 0.76 | 0.85 | 0.89 | 0.84 | 0.75 | 0.58 |
Variables | Items | λ | CR | AVE |
---|---|---|---|---|
Brand globalness | To me, this golf course is global. | 0.68 | 0.85 | 0.65 |
I do think golfers overseas play golf at this golf course. | 0.85 | |||
This golf course is known all over the world. | 0.64 | |||
Functional value | The ticket price of this golf course would be fully justified. | 0.72 | 0.89 | 0.74 |
The overall service of this golf course would be good for the expense it causes me. | 0.93 | |||
The total cost that it causes me would be reasonable. | 0.80 | |||
Emotional value | This golf course is one that I would enjoy. | 0.75 | 0.93 | 0.78 |
This golf course is one where I would feel relaxed while watching golf. | 0.84 | |||
This golf course would make me feel good. | 0.86 | |||
This golf course would give me pleasure. | 0.83 | |||
Social value | Visiting this golf course makes me feel like I belong to a special group. | 0.82 | 0.91 | 0.84 |
Visiting this golf course would make others accept me more. | 0.89 | |||
Altruistic value | It would be worthwhile to participate in socially responsible activities through the purchase of this golf course ticket. | 0.50 | 0.80 | 0.58 |
It would be worthwhile to participate in donation activities through the purchase of this golf course ticket. | 0.82 | |||
It would be worthwhile to provide the needy with financial help through the purchase of this golf course ticket. | 0.82 | |||
Customer loyalty | I would visit this golf course every time I want to watch golf. | 0.61 | 0.74 | 0.58 |
I am very likely to visit this golf course if possible. | 0.67 |
Hypothesized Relationships | β | SE | Results | |
---|---|---|---|---|
H1 | Brand globalness → Functional value | 0.31 ** | 0.10 | Supported |
H2 | Brand globalness → Emotional value | 0.36 *** | 0.08 | Supported |
H3 | Brand globalness → Social value | 0.32 ** | 0.10 | Supported |
H4 | Brand globalness → Altruistic value | 0.41 *** | 0.09 | Supported |
H5 | Brand globalness → Customer loyalty | 0.27 ** | 0.10 | Supported |
H6 | Functional value → Customer loyalty | 0.14 * | 0.06 | Supported |
H7 | Emotional value → Customer loyalty | 0.34 *** | 0.08 | Supported |
H8 | Social value → Customer loyalty | 0.12 * | 0.06 | Supported |
H9 | Altruistic value → Customer loyalty | −0.02 | 0.10 | Not supported |
Indirect Effects of Perceived Value | β | SE | Bias-Corrected 95% Confidence Interval | |
---|---|---|---|---|
Lower | Upper | |||
Functional value | 0.05 * | 0.04 | 0.01 | 0.16 |
Emotional value | 0.15 *** | 0.05 | 0.07 | 0.27 |
Social value | 0.07 * | 0.05 | 0.01 | 0.21 |
Altruistic value | −0.02 | 0.08 | −0.20 | 0.11 |
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Baek, W.-y.; Kim, K.; Kim, D.-H.; Byon, K.K. The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values. Sustainability 2020, 12, 978. https://doi.org/10.3390/su12030978
Baek W-y, Kim K, Kim D-H, Byon KK. The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values. Sustainability. 2020; 12(3):978. https://doi.org/10.3390/su12030978
Chicago/Turabian StyleBaek, Woo-yeul, Kyungyeol (Anthony) Kim, Doo-Han Kim, and Kevin K. Byon. 2020. "The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values" Sustainability 12, no. 3: 978. https://doi.org/10.3390/su12030978