Research on the Evaluation Model of Customer Perceived Service Quality in Golf Club

Golf clubs are the service firms that supply the overall service for golfers.The golfers will evaluate the service quality of the golf club during the service process,and then decide whether to buy its product and service again.Therefore,service quality is the key factor which decides the marketing effect,economic income and competitive strength of the golf clubs.This paper is based on SERVQUAL model of the customer perceived service quality.The factor analysis method is applied to analyze the key factors of service quality in golf clubs and establish a service quality measurement model for the golf clubs in China.