Solutions to Enhance the Continuance Intention to Use Indoor Golf Simulation: The Case of Quang Anh Golf Services

Abstract

In the context of the rapid development of sport technology services in Viet Nam, particularly the indoor 3D golf model, customers retained after their initial experience plays a crucial role in business strategy. This study applied the Extended Expectation–Confirmation Model (ECM), incorporating the additional factor of Behavioral Adaptation to explore the determinants of continuance intention. Data were collected from 305 customers who had used the service at Quang Anh Golf and analyzed using Structural Equation Modeling (SEM) via SmartPLS 4. The results indicate that confirmation positively influences perceived usefulness and satisfaction, while satisfaction, perceived usefulness, and behavioral adaptation all significantly affect continuance intention. The study provides managerial implications for enhancing customer experience, designing personalized services, and building an effective post-usage support system.