본문 바로가기
KERD
논문KCI 등재

대학 서비스품질이 대학 재학에 관한 행동의도에 미치는 영향

The Effect of University Service Quality on Behavior Intention on University Enrollment

안명아|김효진
서비스사이언스학회 (The Society of Service Science)|2024.09|서비스 연구 (Journal Of Service Research and Studies)|제14권 제03호|pp. 153-171|DOI http://dx.doi.org/10.18807/jsrs.2024.14.3.153

2

조회

0

다운로드

0

인용

0

참고문헌

키워드

Trust행동의도Behavior IntentionReputation대학 신뢰대학 교육환경대학 서비스품질대학 명성University Service QualityUniversity Education Environment
주제분류학제간연구

초록

최근 국내대학은 4차 산업혁명과 학령인구의 급속한 감소로 인해 대학 간 경쟁이 더욱 치열해지고 있다. 이로 인해대학은 공급자 중심 사고에서 수요자 중심 사고로 변화하면서 대학 경쟁력 제고를 위해 대학 서비스품질 향상에 많은 노력을 기울이고 있다. 이렇듯 대학 서비스품질의 중요성이 높아지고 있음에도 불구하고 서비스품질에 관한 연구는 기업관련 연구가 주를 이루고 있으며 대학 교육환경에서의 서비스품질에 관한 연구는 부족한 실정이다. 따라서 본 연구에서는 대학의 서비스품질, 신뢰, 명성, 재학 행동의도 간의 영향관계를 살펴보고자 한다. 본 연구의 결과는 다음과 같다. 첫째, 대학의 서비스품질 중 유형성, 확신성, 공감성은 대학의 신뢰에 정(+)의 영향을 미치는 것으로 나타났으나, 신뢰성은대학의 신뢰에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 대학의 서비스품질 중 유형성, 신뢰성, 공감성은 대학의 명성에 정(+)의 영향을 미치는 것으로 나타났으나, 확신성은 대학의 명성에 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 대학의 신뢰는 재학 행동의도에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 대학의 명성은 재학 행동의도에 정(+)의 영향을 미치는 것으로 나타났다. 위의 연구결과를 통해 본 연구는 대학 서비스품질 향상을 위한 구체적인방안을 제시하고, 대학 운영에 있어 학생들의 다양한 학습요구와 교육환경의 변화에 대한 차별화된 전략을 수립하고자한다.

Abstract

Recently, domestic universities have become more competitive among universities due to the Fourth Industrial Revolution and the rapid decline of population. As a result, universities are making great efforts to improve university service quality to enhance university competitiveness as they change from supplier-centered thinking to consumer-centered thinking. Despite the increasing importance of university service quality, research on service quality is mainly focused on companies, and research on service quality in the university education environment is insufficient. Therefore, this study aims to examine the influence relationship between university service quality, trust, reputation, and behavior intention. The results of this study are as follows. First, among the service quality of university, tangibility, assurance, and empathy were found to have a positive (+) effect on the trust of the university, but reliability was found to have no significant effect on the trust of the university. Second, among the service quality of university, tangibility, reliability, and empathy were found to have a positive (+) effect on the reputation of the university, but assurance was found to have no significant effect on the reputation of the university. Third, it was found that the trust of the university had a positive (+) effect on the behavior intention. Fourth, it was found that the university's reputation had a positive (+) effect on the behavior intention. Through the above research results, this study aims to derive an effective management plan for university service quality and to present a plan for establishing a differentiated operating strategy for universities that can respond to students' learning needs and changes in the times in the rapidly changing university education environment.

참고문헌 (55)

  1. Abari, A. A. F., "Assessment of Quality of Education a Non-Governmental University via ServQual Model", Procedia Social and Behavioral Sciences, 15(1), pp.2299~2304 (2011)
  2. Ajzen, I., "The Theory of Planned Behavior", Organizational Behavior and Human Decision Processes, 50(2), pp.179~211 (1991)
  3. Annamdevula, S., "Effect of Student Perceived Service Quality on Student Satisfaction, Loyalty and Motivation in Indian Universities", Journal of Modelling in Management, 11(2), pp.488~517 (2016)
  4. Barnett, M. L., "Corporate Reputation: The Definitional Landscape", Corporate Reputation Review, 9, pp.26~38 (2006)
  5. Berger, Ida E., "Social Alliance: Company", Social Marketing Quarterly, pp.1999, 5(3)[DOI]
  6. Brown, T. J., "The Company and the Product: Corporate Associations and Consumer Product Responses", Journal of Marketing, 61, pp.68~84 (1997)
  7. Carvalho, S. W., "The Role of Trust in Creating Value and Student Loyalty in Relation Exchanges between Higher Education Institution and Their Students", Journal of Marketing for Higher Education, 20(1), pp.145~165 (2010)
  8. Casalo, L. V., "The Role of Satisfaction and Website Usability in Developing Customer Loyalty and Positive Word-of-Mouth in the e-Banking Services", International Journal of Bank Marketing, 26, pp.399~417 (2008)
  9. Chaudhuri, A., "The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty", Journal of Marketing, 65, pp.81~93 (2001)
  10. Choi, C.J., "Causal Role of Emotionally based Satisfaction and Service Reputation in Explaining Relationship between Service Quality Satisfaction and Service Loyalty in Mobile", The Journal of the Korea Contents Association, 9(6), pp.344~356 (2009)
  11. Choi, U.K., "The Effect of Perceived Medical Service Quality on Patient Satisfaction, Hospital’s Reputation and Loyalty", Journal of the Korean Society of Computer and Information, 25(1), pp.177~185 (2020)
  12. Chang, S. E., "Why Mobile Users Trust Smartphone Social Networking Services", Journal of Business Research, 69(11), pp.4890~4895 (2016)
  13. Choi, Y.K., "The Effect of Service Quality on Customer Satisfaction in Higher Education", International Business Education Review, 11(3), pp.261~278 (2014)
  14. Everard, A., "How Presentation Flaws Affect Perceived Site Quality, Trust, and Intention to Purchase from an Online Store", Journal of Management Information Systems, 22(3), pp.56~95 (2005)
  15. Fombrun, C., "The Reputation Quotient SM: A Multi-Stakeholder Measure of Corporate Reputation", The Journal of Brand Management, 7(4), pp.241~245 (2000)
  16. Fombrun, C. J., "What Is in a Name? Reputation Building and Corporate Strategy", Academy of Management Journal, 33, pp.233~259 (1990)
  17. Gefen, D., "Reflections on the Dimensions of Trust and Trustworthiness among Online Consumers", ACM SIGMIS Database, 33, pp.38~53 (2002)
  18. Hair, J. F., "Partial Least Squares Structural Equation Modeling: Rigorous Applications, better Results and Higher Acceptance", Long Range Planning, 46, pp.1~12 (2013)
  19. Han, E.K., "A Study on Corporate Reputation Factors to Influence the Purchasing Intention of Consumer", Advertising Research, 65, pp.127~146 (2004)
  20. Hwang, Y.C., "The Effect to Trust, Satisfaction, Repurchase Intention by Logistic Service Quality in On Line Shopping", Productivity Review, 27(1), pp.479~507 (2013)
  21. Jeon, H.J., "The Effect of Food Service Cooking Majors’ Perception of Educational Service Quality on Self Esteem and Career Consciousness", Culinary Science and Hospitality Research, 26(5), pp.160~170 (2020)
  22. Jo, H.J., "Study on the Effect of Education Service Quality Influencing to the Course After Graduation", Journal of the Korean Society of Cosmetology, 26(1), pp.8~18 (2020)
  23. Jo, S.Y., "A Study on the Needs of University Education Service and Campus Life Adjustment for Collge Freshmen", Journal of Learner-Centered Curriculum and Instruction, 19(18), pp.1073~1097 (2019)
  24. Kang, D.S., "A Study of the Structural Relationship among the Quality of Higher Education Service, Adaptation to College Life, and Learning Competency Perceived by Students on Academic Probation", Journal of Practical Engineering Education, 15(2), pp.351~356 (2023)
  25. Kang, M.S., "Assessing the Effects of Service Quality on Student Satisfaction, Reputation and Loyalty:The Case of University Education", The Journal of Educational Administration, 29(1), pp.153~174 (2011)
  26. Kang, S.R., "Employee's Perception of Corporate Social Responsibility, Corporate Reputation and Organizational Commitment", Korean Journal of Business Administration, 30(9), pp.1653~1671 (2017)
  27. Khan, M. M., "Student's Perspective of Service Quality in Higher Learning Institutions: An Evidence Based Approach", International Journal of Business and Social Science, 2(11), pp.159~164 (2011)
  28. Kim, E.H., "A Study on the Effect of Administrative Service Quality on Customer's Relationship Commitment in Local Government", The Journal of Korean Local Autonomy, 19(3), pp.31~51 (2007)
  29. Kim, E.J., "Analysis on Primary Factors of University Education Services that Affects Contentment of University", Korean Business Education Review, 32(1), pp.1~24 (2017)
  30. Kim, M.T., "Influence of University Service Quality Factors on University Engagements", Journal of Service Research and Studies, 14(1), pp.108~123 (2024)
  31. Lelanc, G., "Searching for Excellence in Business Education: An Exploratory Study of Customer Impressions of Service Quality", International Journal of Educational Management, 11, pp.72~79 (1997)
  32. Lee, H.M., "A Study on The Impacts of Educational Service Quality on Student Satisfaction, Intention to Recommend and Word -of -Mouth: Focusing on International Student in Universities of Seoul Regional", Korea Tourism Research Association, 27(3), pp.55~76 (2013)
  33. Lee, Y.H., "The Effects of Educational Service Quality on Relationship Quality and Customer Loyalty and The Moderating Effects of School-Grade", Journal of the Korean Society of Management, 27(2), pp.263~284 (2014)
  34. Lin, M. J., "Explaining Online Customer Repurchase Intentions from a Relationship-Marketing Perspective: An Integration of the 4Rs Marketing Strategy and Customer Trust", Journal of Organizational and End User Computing, 27(3), pp.1~26 (2015)
  35. Malaquias, R. F., "An Empirical Study on Trust in Mobile Banking:A Developing Country Perspective", Computers in Human Behavior, 54, pp.453~461 (2016)
  36. Mun, H.J., "A Study on the Influence Relationship between Non-Face-to-Face Education Service Quality and Education Satisfaction and Learning Continuity", Culture and Convergence, 44(9), pp.189~205 (2022)
  37. Na, S.G., "A Study on the Structural Causality Relationship among the Service Quality, Satisfaction, Reliability and Recommendation Intention of Education for Start-ups of Small Enterprises", Korean Business Education Review, 31(5), pp.123~143 (2016)
  38. Nesset, E., "Modeling and Managing Student Loyalty: A Study of a Norwegian University College", Scandinavian Journal of Education Research, 53(4), pp.327~345 (2009)
  39. Oh, J.H., "The Moderating Role of the Relational Commitment and Self-efficacy in the Relationship among Education Service Quality, Value, and Satisfaction", Korean Business Education Review, 55, pp.325~350 (2009)
  40. Parasuraman, A., "Refinement and Reassessment of SERVQUAL Scale", Journal of Retailing, 67(Winter), pp.420~450 (1991)
  41. Perin, M. G., "Modeling Antecedents of Student Loyalty in Higher Education", Journal of Marketing for Higher Education, 22(1), pp.101~116 (2012)
  42. Ryu, I.P., "The Effect of the Quality of Education Service of College Students on Major Satisfaction, Major Commitment, Career Decision Self-Efficacy", Tourism Research, 44(3), pp.81~106 (2019)
  43. Schiffman, L. G., "Consumer Behavior" (2007), Prantice-Hall
  44. Singh, K., "Linking Corporate Social Responsibility and Organizational Performance: The Moderating Effect of Corporate Reputation", European Research on Management and Business Economics, 27(1), pp.100~139 (2021)
  45. Suh, C.H., "A Study on the Perceived Value, Brand Attitude, Brand Reputation and Relationship Continuity of Coffee Shops", Tourism & Leisure Research, 30(2), pp.327~345 (2018)
  46. Suh, M.S., "A Study on the Effect of Untact Educational Service Quality on Major Satisfaction, Job Preparation Behavior, and Career Maturity", Journal of Employment and Career, 12(2), pp.23~49 (2022)
  47. Sirdeshmukh, D., "Consumer Trust, Value and Loyalty in Relational Exchanges", Journal of Marketing, 66, pp.15~37 (2002)
  48. Stephen, S. S., "Reputation Among Peer Academic Institution : An Investigation of the US News and World Report’s Rankings", Corporate Reputation Review, 8(3), pp.233~244 (2005)
  49. Sultan, P., "Service Quality in a Higher Education Context: An Integrated Model", Asia Pacific Journal of Marketing and Logistics, 24, pp.755~784 (2012)
  50. Veh, A., "Corporate Reputation in Management Research: A Review of the Literature and Assessment of the Concept", Business Research, 12(2), pp.315~353 (2019)
  51. Vesper, K. H., "Measuring Progress in Entrepreneurship Education", Journal of Business Venturing, 12, pp.403~421 (1997)
  52. Waheed, M., "What Role Does Knowledge Quality Play in Online Students’Satisfaction, Learning and Loyalty? An Empirical Investigation in an eLearning Context", Journal of Computer Assisted Learning, 32, pp.561~575 (2016)
  53. Yang, S.G., "The Effects of Identification with Intercollegiate Athletics on Future Intentions for Giving", Journal of Sports and Leisure Studies, 41(2), pp.1091~1100 (2010)
  54. Yoon, S.J., "The Effects of University Education Service Quality on Department Loyalty and Career Preparation Behavior : For on University Students in Aviation Service Related Department", Journal of Hospitality and Tourism Studies, 25(2), pp.83~95 (2023)
  55. Zeithaml, V.A., "Services Marketing: Integrating Customer Focus across the Firm" (2003), Irwin McGraw-Hill

관련 논문AI추천

대학 서비스스케이프가 재학의도에 미치는 영향: 교육 서비스품질 관점에서의 실증분석김효진, 안명아서비스사이언스학회 · 서비스 연구2025 · 제15권 제03호교육서비스품질이 교육수요자의 만족과 행동의지에 미치는 영향강윤식, 김문섭, 최지은한국산업경영학회 · 경영연구2018 · 제33권 제2호교육서비스 품질이 대학선택만족도에 미치는 영향: SERVQUAL 모형을 중심으로전현옥, 채민정인문사회 21 · 인문사회 212022 · 제13권 제5호대학 재학생의 서비스품질, 만족, 충성도간 관계에 관한 연구김상욱한국상품학회 · 상품학연구2018 · 제36권 제6호서비스지향성과 서비스가치가 학생만족과 대학이미지에 미치는 영향: 대학교육 서비스 경쟁력 강화방안을 중심으로송종호, 심규열, 오상현한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2011 · 제19권 제4호대학 서비스품질과 친숙성이 추천의도에 미치는 영향: 중국인 유학생을 대상으로이유경, 조효정서비스사이언스학회 · 서비스 연구2018 · 제8권 제3호

이 간행물의 다른 논문 (11건)

스마트관광 연구 유행인가 지속가능한가? : 체계적 문헌 고찰을 통한 연구동향과 과제윤혜진pp. 1-18스마트관광도시 관광객의 서비스스케이프 경험과 평가가 태도에 미치는 영향정남호, 설명남pp. 19-45관광목적지에서 부정적인 사건의 SNS노출이 관광지 이미지와 행동의도에 미치는 영향: 관계품질의 조절효과를 중심으로이윤소, 강주현pp. 46-59사회적 자본이 SNS에서 여행 경험 공유 행동에 미치는 영향심창섭, 한주형pp. 60-78호텔기업의 마케팅 민첩성이 직원의 잡크래프팅 및 서비스 혁신행동에 미치는 영향배문규, 정갑연pp. 79-101
원문 보기