대학 교육서비스 만족도 향상을 위한 품질차원 및 개선우선순위 도출
A Study on Quality Dimension and Improvement Priority for Enhancing University Educational Service Satisfaction
1
조회
0
다운로드
16
인용
0
참고문헌
키워드
초록
Purpose: This study is on the priority for improving students satisfaction in university educational service. It explores the dimension of service quality and analyzes the relationship among quality elements, service satisfaction, and loyalty. Methods: This paper performs empirical studies by questionnaire survey. The Timko model is used for finding the degree of possible improvement of quality elements, and structural equation and regression models are used to analyze the effect of them on service satisfaction and loyalty. Also, explanatory factor analysis is used to investigate the quality determinants. Results: The quality dimension is composed of curriculum, employment support, interaction with outsiders, start-up support, learning support, counselling, and administration service. Curriculum, learning support, and administration service are positively correlated with service satisfaction, and service satisfaction has a positive effect on loyalty. Counselling service is an attractive element, and curriculum, start-up support, and learning support are indifferent elements. Conclusion: Comprehensive analysis shows that curriculum, academic advisor, and administration service have high priorities for improving educational service satisfaction.
Abstract
Purpose: This study is on the priority for improving students satisfaction in university educational service. It explores the dimension of service quality and analyzes the relationship among quality elements, service satisfaction, and loyalty. Methods: This paper performs empirical studies by questionnaire survey. The Timko model is used for finding the degree of possible improvement of quality elements, and structural equation and regression models are used to analyze the effect of them on service satisfaction and loyalty. Also, explanatory factor analysis is used to investigate the quality determinants. Results: The quality dimension is composed of curriculum, employment support, interaction with outsiders, start-up support, learning support, counselling, and administration service. Curriculum, learning support, and administration service are positively correlated with service satisfaction, and service satisfaction has a positive effect on loyalty. Counselling service is an attractive element, and curriculum, start-up support, and learning support are indifferent elements. Conclusion: Comprehensive analysis shows that curriculum, academic advisor, and administration service have high priorities for improving educational service satisfaction.
참고문헌 (25)
- Babakus, E., "An Empirical Assessment of the SERVQUAL Scale", Journal of Business Research, 26(6), pp.253~268 (1992)
- Brady, M. K., "Some New Thoughts on Conceptualizing Perceived Service Quality : A Hierarchical Approach", Journal of Marketing, 65, pp.34~49 (2001)
- Chase, R., "Make Your Service Fail-Safe", Sloan Management Review, 35(3), pp.35~44 (1994)
- 조호현, "대학교육시스템에서 교육서비스과정 품질과 교육성과품질간 관계에 관한 연구", 상품학연구, 25(3), pp.61~72 (2007), 한국상품학회
- Choi, D-C., "A Study on the Model Build-Up for Educational Service Marketing of University", Journal of Korean Academy of Marketing Science, 6(1), pp.339~366 (2000)
- 정기한, "대학교육서비스품질이 학생만족, 몰입과 구전, 기부의향에 미치는 영향", 학습자중심교과교육연구, 10(2), pp.371~406 (2010), 학습자중심교과교육학회
- Cronin, J. J. Jr, "Measuring Service Quality: A Reexamination and Extension", Journal of Marketing, 56, pp.55~68 (1992)
- Farahmandian, S., "Perceived Service Quality and Student Satisfaction in Higher Education", Journal of Business and Management, 12(4), pp.65~74 (2013)
- Gronroos, C, "A Service Quality Model and Its Marketing Implications", European Journal of Marketing, 18(4), pp.36~44 (1984)
- Hill, F. M, "Managing Service Quality in Higher Education : the Role of the Student as Primary Consumer", Quality Assurance in Education, 9(3), pp.10~21 (1995)
- Kano, N., "Attractive Quality and Must-be Quality", Hinshitsu, 14, pp.147~156 (1984)
- 김영국, "커피전문점 브랜드의 연예인 광고모델 적합도, 기업 · 고객관계품질, 브랜드 충성도 간의 구조적 관계 고찰", 품질경영학회지, 43(3), pp.383~396 (2015), 한국품질경영학회[DOI]
- 권대봉, "대학생들의 교육 만족도 결정요인에 관한 탐색적 논의", 교육학연구, 40(3), pp.191~202 (2002), 한국교육학회
- 이봉수, "무역학 교육 서비스 품질 측정 도구 개발", 무역학회지, 35(1), pp.77~101 (2010), 한국무역학회
- Lee, Y-H, "A Study on Measures and Evaluation for Educational Service Quality", The Academy of Customer Satisfaction Management, 2(2), pp.21~46 (2000)
- 임성범, "대학교육 만족도 측정지표 개발에 관한 연구 -신뢰성과 타당성 검증을 중심으로-", 교육행정학연구, 32(1), pp.187~219 (2014), 한국교육행정학회
- Parasuraman, A., "A Conceptual Model of Service Quality and Its Implications for Future Research", Journal of Marketing, 49(Fall), pp.41~50 (1985)
- Parasuraman, A., "SERVQUAL : A Multi-Item Scale for Measuring Consumer Perceptions of Service Quality", Journal of Retailing, 64(1), pp.12~40 (1988)
- Ruben, B. D., "Quality in Higher Education" (1995), Transaction Publishers
- Rust, R. T., "Service Quality : Insights and Managerial Implications from the Frontier", pp.1~19 (1994), Sage Publications
- Shank, M. D., "Understanding Professional Service Expectations: Do We Know What Our Students Expect in a Quality Education?", Journal of Professional Service Marketing, 13(1), pp.71~89 (1995)
- 심우극, "교육서비스 품질에 관한 국내 연구동향 연구", 기업경영리뷰, 6(1), pp.55~76 (2015), KNU 기업경영연구소
- Teas,R.K, "Expectations, Performance Evaluation and Consumer's Perceptions of Quality", Journal of Marketing, 57, pp.18~34 (1993)
- Timko, M, "An Experiment in Continuous Analysis", Center for Quality of Management Journal, 2(4), pp.17~20 (1993)
- 윤호철, "Kano 모델 및 PCSI 지수를 통한 패밀리레스토랑 이용고객 Needs에 관한 연구", 대한산업공학회지, 32(2), pp.153~162 (2006), 대한산업공학회