本研究採用問卷調查台灣北中南近30家球場之顧客，共蒐集427份問卷，有效問卷315份，再以迴歸分析驗證本研究之假設。研究發現，顧客互動之三因素-互動強度、互動品質以及互動長度對顧客價值皆有顯著正向的影響，證明在高爾夫球場經營中，良好之顧客互動關係的確對建立顧客價值有正向影響。因此，建議高爾夫球場經營業者應多增加服務顧客的頻率和增加與顧客的互動時間，並且加強服務人員在服務態度、行為和專業性的訓練與教導，以提供更良好的球場服務並提升顧客價值，以達到永續經營之目標。

This study investigated around thirty golf courses located at the northern, middle and southern of Taiwan and collected 427 questionnaires. After taking out invalid questionnaires, the number of valid questionnaires is 315. By using simple regression to test all the hypothesis, the study found that all the three factors of customer interaction -interaction strength, interaction quality and interaction length significantly impact on customer value. Thus, all the hypothsis are supported and it means that good customer interaction indeed positively impacts on building good customer value when managing golf courses. Therefore, this study suggests the managers of golf courses should increase the frequency of serving customers, stay as long as possible with customers and enhance the training of service people on service attitude, behavior and specility in order to provide customers better service and improve customer value to reach the goal of permenant business operation.