The purpose of this study was to examine the mediating effect of relationship quality, the moderating effect of rapport, and the moderated mediation effect in the relationship between the perception of service fairness and customer citizenship behavior in golf training centers. To this end, a total of 265 valid samples were utilized for data analysis. The data were analyzed using frequency analysis, CFA, reliability analysis, correlation analysis, and multivariate regression analysis with SPSS 23.0 and AMOS 23.0. The results of this study are as follows. First, relationship quality was found to have a partial mediating effect on the relationship between service fairness and customer citizenship behavior. Second, relationship quality was shown to have a moderating effect on the relationship between service fairness and customer citizenship behavior. Third, rapport moderated the mediation effect of relationship quality between service fairness and customer citizenship behavior. These findings imply that for golf training instructors to effectively attract new members and retain existing ones, a strategic approach is required that goes beyond merely providing physical services to building emotional bonds and trust-based relationships with customers.
Joo-Yeon Kim (Thu,) studied this question.