SERVQUAL모형을 이용한 중국 대학교 한국어 MOOCs강의의 품질평가 연구

Abstract

SERVQUAL is a specialized methodology employed for assessing service quality, leveraging both customers’ service expectations and perceptual information to gauge service quality. This research, grounded in service quality management and framing students as clientele, employs theories of customer satisfaction and service quality to devise five service quality assessment models tailored for prominent domestic online education MOOCs in China, utilizing the SERVQUAL framework. It delineates 21 indicators of learning satisfaction within MOOCs and scrutinizes the expectations and perceptions of Korean language MOOC courses among Chinese university students. Through these inquiries, the reliability and viability of the gathered data were affirmed, and statistical analyses such as T-Tests and variance analyses were employed to quantify the disparity between expectations and perceptions concerning the quality of Korean MOOC learning services within the sampled population. The findings suggest that high school students in China express contentment with their Korean MOOC learning experiences, with their anticipated service quality surpassing their perceived value. Notably, the most significant variance between expectation and realization was identified in the personalization aspect of MOOC services. Substantial divergences were also discerned in certain factors based on demographic characteristics such as gender, urban or rural background, academic discipline, and academic year. This study aims to comprehend the authentic satisfaction levels and online learning requisites of domestic college students, aiming to enhance the quality of Korean MOOC learning services and ameliorate college students’ satisfaction with online learning, thereby contributing to the advancement and refinement of online education within university settings.