How can a golf caddy build a good relationship with a golfer? Focusing on relationship quality

Purpose The aim of this study is to find the attributes of a golf caddy as the antecedents of relationship quality and its consequences in the golf industry. Design/methodology/approach The study developed a theoretical framework that is based on nine hypotheses, and the data were collected from 383 South Korean golfers in order to examine the hypotheses. Findings The results showed that the four sub-dimensions of perceived attributes of a golf caddy, such as likeability, customer orientation, physical attractiveness, and expertise, have a significant effect on customer satisfaction, which subsequently builds trust and commitment. In addition, trust and commitment play an influencing role in the development of behavioral intentions. Practical implications Golf club managers should implement training programs that balance technical expertise with interpersonal skills and professional presentation standards such as appropriate attire and confident nonverbal communication. Originality/value In this study, unlike previous studies, the process of forming the behavioral intentions of golfers by applying the concept of relationship quality to the golf industry was explained for the first time.