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Importance-Performance Analysis (IPA) of Service Quality for Virtual Reality Golf Center

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  • Jaeyoon Kwon
  • Taerin Chung

Abstract

The purpose of this study was examine service quality of virtual reality golf center using Importance and Performance Analysis (IPA), from September to November 2017, adult participants who participated in virtual reality golf center in Korea were selected as subjects. The collected data were analyzed and interpreted using SPSS program, frequency analysis, exploratory factor analysis, reliability analysis, and Importance-Performance Analysis. The results of this study were as follows. First, quadrant 1 included six items- convenient facilities provide the latest equipment, customized response, understanding the needs of customer, interior atmosphere, and modernized facilities. Second, quadrant 2 included five items- kindness of employees, employees’ expertise, resolve immediately if a problem occurs, quickly respond to customer needs, and employee credibility. Third, quadrant 3 included six items- customer individual interest, notice of service, employees’ dress and appearance, employees’ positive attitude, provide voluntary help, and promised time and service. Fourth, quadrant 4 included 3 items- provide safe service, thinking in terms of customer, and voluntary response.

Suggested Citation

  • Jaeyoon Kwon & Taerin Chung, 2018. "Importance-Performance Analysis (IPA) of Service Quality for Virtual Reality Golf Center," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(3), pages 1-30, August.
    • Handle: RePEc:ibn:ijmsjn:v:10:y:2018:i:3:p:30
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    References listed on IDEAS

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    1. Mei-Yuan Jeng & Fan-Yun Pai & Tsu-Ming Yeh, 2017. "The Virtual Reality Leisure Activities Experience on Elderly People," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 12(1), pages 49-65, March.
    2. Yee, Rachel W.Y. & Yeung, Andy C.L. & Edwin Cheng, T.C., 2010. "An empirical study of employee loyalty, service quality and firm performance in the service industry," International Journal of Production Economics, Elsevier, vol. 124(1), pages 109-120, March.
    3. Boley, B. Bynum & McGehee, Nancy Gard & Tom Hammett, A.L., 2017. "Importance-performance analysis (IPA) of sustainable tourism initiatives: The resident perspective," Tourism Management, Elsevier, vol. 58(C), pages 66-77.
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    1. Virginia Serrano-Gómez & Oscar García-García & Antonio Rial-Boubeta, 2023. "Using Importance–Performance Analysis (IPA) to Improve Golf Club Management: The Gap between Users and Managers’ Perceptions," Sustainability, MDPI, vol. 15(9), pages 1-12, April.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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