학원의 교육서비스품질이 전반적 고객만족과 충성도에 미치는 영향: 전환장벽의 조절효과 중심으로
Effects of Private Educational Institute of Education Service Quality On Customer Satisfaction and Loyalty: Moderating Effects of Switching Barriers
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초록
본 연구는 학원교육서비스산업의 급속한 성장과 더불어 중요시되고 있는 교육서비스품질의 각 차원(강사 상호작용품질, 직원 상호작용품질, 물리적환경품질, 결과품질)과 전반적 고객만족 그리고 충성도(재수강의도, 구전의도)간에 조절변수로서 전환장벽(인간관계, 전환비용, 대안의 매력)을 설정 한 후 실증적인 고찰을 통해 학원교육서비스의 발전적 방향과 마케팅 전략 방향을 모색하는데 그 목적을 두고 있다. 연구 결과, 전환장벽의 하위차원인 ‘인간관계’와 ‘전환비용’ 그리고 ‘대안의 매력’ 모두가 기존의 수강생이 이탈하는데 중요한 장벽으로서 역할을 하는 것으로 나타났다. 이러한 연구결과를 바탕으로 학원은 내부적으로 학부모를 대하는 직원의 태도나 행동에 대한 서비스와 함께 전문성을 증대시켜야 되며, 특히 가장 중요한 요인인 강사의 교육 서비스에 대한 부분을 강화하여 고객만족을 증대시켜야 할 것으로 보인다. 또한 외부적으로 학원의 분위기나 디자인등 학생들이 편하게 공부할 수 있는 분위기를 조성함과 동시에 학생에게 맞는 맞춤형 교육서비스를 개발하여야 할 것으로 보인다.
Abstract
Recently, educational service industry is increasing the efficiency of economic activities, since interests and passion for education have improved in our society. Especially, many people pay attention to private educational service market as an important educational site, and high income level and improved quality of life are gradually increasing concerns and importance of educational service these days. In order to improve the overall quality of educational service of private institutes and to survive a competitive market of educational service, therefore, studies on the quality of private educational service should be a priority. By seriously taking changing needs of customers in educational service industry into consideration, private educational institutes also need to achieve administrational goals in improving customer satisfaction and loyalty. This study was, therefore, designed to verify the effects of interaction quality of instructors, interaction quality of employees, service environment quality and outcome quality of private educational institutes on customer satisfaction and the effects of customer satisfaction on loyalty, then to suggest how to establish desirable marketing strategies to improve customer orientation in private educational service industry, assuming that switching barriers adjust the relationship among educational service quality, customer satisfaction and loyalty. Firstly, as a result, it was found that interaction quality of instructors had the largest effect on overall customer satisfaction, followed by outcome quality and interaction quality of employees. But there was no significant effect in service environment quality. That means interaction quality of instructors, outcome quality and interaction quality of employees are indirect factors to enhance customer loyalty. Secondly, overall customer satisfaction had significant effect on repurchase intention and word-of-mouth intention. Especially, repurchase intention was more strongly influenced by it. Thirdly, repurchase intention significantly had effect on word-of-mouth intention. Fourth, interpersonal relationship, switching costs and attractiveness of alternatives that are subordinate factors of switching barrier, adjusted the relationship among educational service quality, customer satisfaction and loyalty. In conclusion, in addition to a close and strong relationship with students, educational service quality should be preferentially heightened to meet needs of parents and students, and switching barriers need to be constructed to cut down expenses required when surviving a severe competition with other educational institutes and attracting new attendee. Ultimately, it is expected that they will improve customer satisfaction and loyalty by creating high financial and non-financial performance of private educational institutes.
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