AN INVESTIGATION OF THE RELATIONSHIP BETWEEN SERVICE QUALITY, TRANSACTION-SPECIFIC SATISFACTION, AND OVERALL SATISFACTION IN PREDICTING GOLFERS\u27 REVISIT INTENTIONS

ABSTRACT Every year, approximately 37 million people play golf and use golf course facilities with friends or family, and each group\u27s perception of satisfaction differs. It is important and worthwhile to examine the variables that influence golfers\u27 perceptions of service quality and satisfaction. Understanding which variables best predict behavioral intentions to revisit certain facilities is an important issue in the tourism industry, but few studies have investigated the relationships between service quality, transaction-specific satisfaction, and overall satisfaction in predicting revisit intention. The purpose of this study is to compare and investigate conceptual frameworks that represent the relationship between golfers\u27 perceived service quality, transaction-specific satisfaction, and overall satisfaction in predicting revisit intentions. The study examines the relationship between independent variables (service quality, transaction-specific satisfaction, and overall satisfaction) and the dependent variable (revisit intention). In addition, to compare the specific predictive power of transaction-specific satisfaction and overall satisfaction, two additional forms of revisit intention variables - based on the evaluation of the golf experience today and the evaluation of all of the individual golf experiences - were tested. Finally, the study examines the differences in demographic data (e.g. age, gender, and income) and golfer information (e.g. frequency of playing, average score, and group types) that may affect golfer satisfaction and perceived service quality. Three hundred forty-nine golfers, an 85.5 percent response rate from a sample of 408 at the Boscobel Country Club in Pendleton, South Carolina, were analyzed to investigate the hypothesized constructs. Results suggest that all three independent variables - perceived service quality, transaction-specific satisfaction, and overall satisfaction - are significant indicators of revisit intentions. Findings also suggest that golf course managers need to be aware that customers\u27 immediate evaluations at the service-encounter level play a large role in their overall satisfaction. In addition, there are significant indirect effects between transaction-specific satisfaction and revisit intentions. Transaction-specific satisfaction also functions as an antecedent variable in predicting revisit intention. As a result, golf course managers should consider both forms of satisfaction levels in predicting revisit intentions. Finally, it is believed that the structural model (Service Quality, Satisfaction, and Intention: SQSI) presented in this research could be beneficial in the prediction of revisit intentions beyond those of just golfers. It is posited that the model may aid in the prediction of re-visitation to many other types of tourist places, and it may further aid in the prediction of repurchase intentions for products at these tourist destinations. To determine further the potential of this model, additional research is needed to investigate the model\u27s effectiveness in other environments