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서비스 유통 관점에서 교수 신뢰성이 관계적 요인에 미치는 영향

The Effects of Faculty Trustworthiness on Relational Factors: From the Service Distribution Perspective

조현진
한국유통과학회 (Korea Distribution Science Association)|2017.03|유통과학연구 (Journal of Distribution Science)|제15권 제3호|pp. 81-89|DOI 10.15722/jds.15.3.201703.81

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참고문헌

키워드

IntegrityCompetenceBenevolenceRelationship QualityWord-of-Mouth

초록

Purpose - Universities are fostering the development of closer relationships with students due to the increase in competition among universities. Universities are placing greater emphasis on relationship quality as a source of competitive advantage. Thus relationship marketing has become an important strategic theme in higher education. The purpose of this study is to investigate the effects of faculty trustworthiness on relationship building process in the context of relationship marketing. For this study, faculty trustworthiness is divided into competence, benevolence, and integrity. And relationship development variables are composed of satisfaction, commitment, positive WOM, and negative WOM. Research design, data, and methodology – To empirically evaluate the proposed research model, this study was carried out using the survey with undergraduate students who were taking business courses. The 270 questionnaires were asked, and a total of 245 respondents provided complete and usable data. The sample consisted of 143 males(58.4%) and 102 females(41.6%). The variables of proposed model were measured on a 5-point Likert scale. The structural equation modeling analysis was used for the hypothesis test. Results - The overall fit of the model was acceptable(χ2=579.7(df=264, P=0.00), GFI=0.935, NFI=0.949, CFI=0.956, RMR=0.040). The results supported 6 hypotheses except for <H3> and <H6>. First, competence and benevolence were positively related to satisfaction, while integrity was not significant. A key result of the analysis was that benevolence has the strongest effect on satisfaction. Second, satisfaction had a positive impact on commitment and positive WOM but didn't significantly affect negative WOM. Third, commitment significantly enhanced positive WOM and reduced negative WOM. Conclusions - This study emphasizes the role of faculty trustworthiness based on a long-term relationship. And the findings suggest that the dimensions of faculty trustworthiness have differing effects on satisfaction. In particular, benevolence is found to be the most important factor. This study provides university managers with the following managerial implications. In order to increase the satisfaction of the students, university managers should focus on the faculty's competence and benevolence. Also, it is important that university managers take a relationship approach to maximize WOM effect.

Abstract

Purpose - Universities are fostering the development of closer relationships with students due to the increase in competition among universities. Universities are placing greater emphasis on relationship quality as a source of competitive advantage. Thus relationship marketing has become an important strategic theme in higher education. The purpose of this study is to investigate the effects of faculty trustworthiness on relationship building process in the context of relationship marketing. For this study, faculty trustworthiness is divided into competence, benevolence, and integrity. And relationship development variables are composed of satisfaction, commitment, positive WOM, and negative WOM. Research design, data, and methodology – To empirically evaluate the proposed research model, this study was carried out using the survey with undergraduate students who were taking business courses. The 270 questionnaires were asked, and a total of 245 respondents provided complete and usable data. The sample consisted of 143 males(58.4%) and 102 females(41.6%). The variables of proposed model were measured on a 5-point Likert scale. The structural equation modeling analysis was used for the hypothesis test. Results - The overall fit of the model was acceptable(χ2=579.7(df=264, P=0.00), GFI=0.935, NFI=0.949, CFI=0.956, RMR=0.040). The results supported 6 hypotheses except for <H3> and <H6>. First, competence and benevolence were positively related to satisfaction, while integrity was not significant. A key result of the analysis was that benevolence has the strongest effect on satisfaction. Second, satisfaction had a positive impact on commitment and positive WOM but didn't significantly affect negative WOM. Third, commitment significantly enhanced positive WOM and reduced negative WOM. Conclusions - This study emphasizes the role of faculty trustworthiness based on a long-term relationship. And the findings suggest that the dimensions of faculty trustworthiness have differing effects on satisfaction. In particular, benevolence is found to be the most important factor. This study provides university managers with the following managerial implications. In order to increase the satisfaction of the students, university managers should focus on the faculty's competence and benevolence. Also, it is important that university managers take a relationship approach to maximize WOM effect.

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관련 논문AI추천

교육서비스 품질이 관계관리에 미치는 영향 서비스 유통 관점에서조현진한국유통과학회 · 유통과학연구2015 · 제13권 제3호차별적인 교육품질이 학생만족과 학생 충성도에 미치는 영향김계수한국품질경영학회 · 품질경영학회지2013 · 제41권 제1호신뢰가 학생침묵과 이탈의도에 미치는 영향조현진한국유통과학회 · 산경연구논집2019 · 제10권 제5호경영교육서비스품질이 신뢰성과 만족도에 미치는 영향문승제, 정한경한국상업경영학회 · 상업경영연구2009 · 제23권 제1호강의서비스가 만족, 신뢰 및 강의 재구매의도에 미치는 영향: 대학생의 강의평가를 중심으로김상조한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2007 · 제15권 제1호대학 서비스품질이 대학 재학에 관한 행동의도에 미치는 영향김효진, 안명아서비스사이언스학회 · 서비스 연구2024 · 제14권 제03호

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