강의서비스가 만족, 신뢰 및 강의 재구매의도에 미치는 영향: 대학생의 강의평가를 중심으로
What Makes the University Students Re-attend Another Lecture Given by the Same Professor?
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문 >본 연구는 대학생의 강의수강 행태를 교수의 강의서비스와 만족 및 신뢰라는 측면에서 설명한 연구이다. 연구목적을 달성하기 위하여 현재 대학에서 사용 중인 강의평가지표를 이용하여 네 가지 유형의 강의서비스관련 개념을 도출하고, 그 개념들이 신뢰 및 만족 그리고 특정 교수에 의해 진행되는 다른 강의의 수강의도에 어떤 영향을 미치는지를 살펴보았다. 분석결과에 따르면 강의 재구매 의도에는 강의에 대한 만족이 아니라 신뢰가 더 큰 영향을 미치며, 예측과는 달리 만족과 신뢰 간에는 유의적인 관계가 형성되지 않았다. 강의 서비스 중 강의 기법은 만족과 재구매의도에 정(+)의 영향을 미치는 반면에 신뢰에는 영향을 미치지 못하였다. 관계-반응 및 강의의 질은 만족과 신뢰 모두에 영향을 미치며, 평가의 명확성은 신뢰와 강한 정(+)의 관계가 형성되는 반면, 만족에는 유의적인 영향을 미치지 못하는 것으로 나타났다.
Abstract
The purpose of this study is to investigate the effects of lecture service on class satisfaction, trust and intentions to re-attend another lecture which is given by same professor. This study used the modified questionnaire of university student' evaluation of professor index and KS-SQI(presented by Rye and Lee) to collect data, and the structural equation model(SEM) analysis was employed to analyze the effect of lecture service on research construct.We found the relationship-response and knowledge based teaching factors significantly influenced class satisfaction and trust. But teaching technique factors had more effects on class satisfaction than trust, and evaluation factor which was related with getting score or grade influenced trust. Surprisingly, in this study, class satisfaction was not related re-attend intention, but trust and teaching technique factors significantly influenced intention of re-attending.
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