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골프 액세서리 독특성욕구 및 추구혜택과 충성도의 영향관계

Author
이정학, 이은정, 조아라
Journal Title
골프연구
Publication Year
2020
Topics
Summary

This study analyzed the effects of consumers' uniqueness desire and pursued benefits on loyalty in the context of golf accessories. The results showed that factors such as creativity, non-popular aspects, functionality, fashion image, and individuality influenced loyalty. Golf accessory companies should enhance functionality, develop designs that reflect individuality, and implement active marketing strategies to increase customer loyalty.

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