부산대학교 도서관

[Purpose] The purpose of this study is to evaluate and analyze the e-service quality of the golf content platform using Kano analysis to maintain continuous golf activation. [Method] The subjects of the study were set as users using the golf content platform, and a total of 224 surveys were conducted. For data processing, frequency analysis of demographic characteristics, Kano analysis quality classification, customer satisfaction coefficient calculation, and PCSI index. [Result] As a result of the study, first, as a result of classifying one-dimensional quality factors of golf content platform e-service quality using Kano analysis attractive quality factors were classified as various information provision, sufficient information provision, rapid system response speed, inquiry channel activation, etc. Second, as a result of the customer satisfaction coefficient of the e-service quality of the golf content platform, the Better index appeared in the order of information update, information exchange, search accuracy, and manager communication. The Worse index appeared in the order of information exchange, access excellence, and personal information protection. Third, as a result of analyzing the PCSI index of e-service quality of the golf content platform, [Conclusion] the first priority was access excellence, followed by communication with users, the third was continuous monitoring, and the fourth was the accuracy of the search process.