The critical role of golf course service quality in driving customer satisfaction, reuse intention, and word-of-mouth

Abstract

The purpose of this study is to investigate how service quality influences customer satisfaction, word-of-mouth recommendations, and the intention to reuse the golf course. To accomplish this, a survey method was employed, and 357 golfers in Ho Chi Minh City were surveyed, utilizing data from 328 valid responses. The study utilized the Structural Equation Modeling (SEM) framework. The research findings are as follows:Firstly, the results reveal that quality golf course services positively influence both customer satisfaction and reuse intention. Secondly, Although service quality did not directly impact word-of-mouth, it indirectly influenced it through the mediating effects of customer satisfaction and reuse intention. Thirdly, Customer satisfaction did not show a significant relationship with reuse intention. Fourthly, Both customer satisfaction and reuse intention exhibited positive correlations with word-of-mouth. Customer satisfaction positively influenced word-of-mouth, while reuse intention also had a positive impact on word-of-mouth. Essentially, satisfied customers were more likely to provide favorable recommendations and invite others to participate.