Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

The Effect of the Educational Services and Environment of Cooking Education Institutes on Behavioral Intention of Educational Consumers - Focused on Busan Area -

조리교육학원의 교육서비스와 환경이 교육소비자의 행동의도에 미치는 영향

  • Lee, Jeong-Woo (Dept. of Food service Management, Dong-Eui University) ;
  • Hwang, Young-Jeong (Dept. of Food Service & Culinary Arts, International University of Korea) ;
  • Cho, Yong-Bum (Dept. of Food service Management, Dong-Eui University)
  • 이정우 (동의대학교 외식산업경영학과) ;
  • 황영정 (한국국제대학교 외식조리학과) ;
  • 조용범 (동의대학교 외식산업경영학과)
  • Received : 2013.07.22
  • Accepted : 2014.04.10
  • Published : 2014.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study has been carried out to provide marketing materials concerning recognition of parents and students for operators of private cooking education institutes and useful information for the parents who are to send their children to such training institutes, by identifying the effects of the quality of educational services and educational environment of cooking education institutes on satisfaction and positive recommendation intention of trainees. Especially, educational services and educational environment of cooking education institutes that provide education to foster skilled workforce in specialized culinary area were analyzed in detail to draw effective data. Firstly, it has been studied if educational services of cooking education institutes such as educational contents, service of instructors and educational service quality had positive effects on the level of satisfaction about the institutes. Secondly, looking into effects of satisfactory environmental service of cooking education institutes, such as educational environment and quality of administration, on behavioral intention, it has been surveyed that all factors affected satisfaction of students. Thirdly, as for the effect of use intention of action of cooking education institute on positive recommendation intention of trainees, it has been shown that satisfaction with educational services and environment had an effect on positive recommendation intention as well as on intention of reregistration. Therefore, it can be suggested that marketing strategies and management strategies need to be established in a way that quality of education services and educational environment provided by cooking education institutes can render positive behavioral intention to customers of cooking education and the education market through differentiated strategy establishment.

본 연구는 조리교육학원에서 제공하는 교육서비스와 교육환경의 품질이 교육소비자의 행동의도에 미치는 영향을 파악하기 위해 특화된 조리분야에서 기능인력을 창출하기 위한 교육을 제공하는 교육기관의 교육서비스와 교육환경을 세부적으로 해석하여 효과적인 자료를 도출해내고자 한다. 첫째, 조리교육학원의 교육서비스 즉 교육컨텐츠, 강사서비스, 교육품질이 학원 재수강에 긍정적 영향을 미칠 것인지에 대해 현재 다니고 있는 학원의 인지도가 높거나 학원 등록 후 지속적인 관리가 잘 될수록 긍정적 영향을 미치는 것으로 나타났다. 또한 교육과 교재의 커리큘럼이 중요하게 작용하고 있었다. 강사의 서비스품질, 즉 친절도와 학생들과의 커뮤니케이션 능력 등 교육방식이 좋을수록 타인에게 긍정적인 추천의도에 영향을 미치는 것으로 나타났다. 둘째, 조리학원의 환경 즉, 교육시설과 교육환경이 재수강과 긍정적 구전의도에 미치는 영향에서 교육환경의 모든 요인들이 교육소비자에게 유의미한 영향을 미치는 것으로 조사되었다. 셋째, 교육서비스와 교육환경의 긍정적 요인들은 재수강과 구전의도에 정(+)의 영향을 미치고, 교육서비스 중 강사의 수준과 교육컨텐츠가 행동의도에 정(+)의 영향을 미쳤으며, 교육환경 중 교육시설보다는 환경이 행동의도에 정(+)의 영향을 미친 것으로 나타났다. 따라서 조리교육학원에서 제공된 교육서비스와 교육환경의 품질은 각각 차별화 된 전략을 통해 교육시장의 소비자에게 긍정적 행동의도를 미칠 수 있도록 마케팅 전략 및 경영전략 수립이 필요하다는 것을 알 수 있었다.

Keywords

References

  1. 강병서 (2013) 연구조사방법론 : SPSS와 AMOS활용, 무역경영사, 321-323, 서울
  2. 교육법전편찬회(1994), 교육법전, 교학사, 1531, 서울
  3. 김수일 (1987). 사회교육학개론, 문음사, 87, 서울
  4. 정원식 (1984) 교육열, 한국사회과학 6,3('84.12), 81-9,1 서울
  5. 서울대학교(1981) 교육학용어사전, 638-639, 서울
  6. 최덕철 (1995) 서비스마케팅, 학현사. 96, 서울
  7. 채서일 (1993), 사회과학조사방법론 2판, 학현사, 198, 서울
  8. 황종건 (1982) 한국의 사회교육, 현대교육총서, 28, 서울
  9. Bitner, M.J. ,Booms,B.H. and Tetreault, M.S. (1995) The Service Encounter:Diagnosing Favorable and Unfavorable Incidents, Journal of Marketing, 54(1):71-84
  10. Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V.A. (1993) A Dynamic Process Model of Service Quality: from Expectations to Behavioral Intentions, Journal of Marketing Research, 30: 7-27 https://doi.org/10.2307/3172510
  11. Bettencourt, L. A.(1997) Customer voluntary performance: Customer as partner in service delivery, Journal of Retailing, 73(3): 383-406 https://doi.org/10.1016/S0022-4359(97)90024-5
  12. Chip,H.(1996) Valence and Relevance of News as Predictors of Transmission Propensity. Organizational behavior and Human decision precesses, 68(2):79-94 https://doi.org/10.1006/obhd.1996.0091
  13. Choi H (2009) An Analysis on the Effect of Education Quality to School Brand Image and its performance, PHD Thesis, Uiduk University 30-44, Gyeongbuk
  14. Day, G.S.(1990) Marketing Driven Strategy, NY:Free Press, 34
  15. Do KN (1998) The effect of Word-Of-Mouth (WOM) communication on the buying decision. MS Thesis, Kyunghee University 5-8, Seoul
  16. Hong KS (2005) A Study on Each Level of Educational Service Quality on Customer's satisfaction and Loyalty : Focused on Quality of College Educational Service, PHD Thesis, Myongji University 13, Seoul
  17. Hwang ER, Kim CH(1995) A Study on Wordof-Mouth Communication, Advertising Research, KOBACO 25: 56-84
  18. Hwang CG(2009) The Effect of Service Quality on Price and Customer Satisfaction and Revisit Intention - Focused on Foods and Beverages in Theme Parks - Korean Journal of Culinary Research, 15(1)79-93
  19. Jin JH(2006) Relationship among services quality in the yoga center, customer satisfaction, customers intention to revisit, and word of mouth intention, The Korean J of Physical Education, 45(3), 355-364
  20. Jun HM; Song HJ(2012) The Effects of Psychological Capital on Job Satisfaction and Organizational Commitment of Foodservice Employees - Focused on Chain Restaurant Korean Journal of Culinary Research 18(4)118-132
  21. Jung HE(2005) A study on the satisfaction level of accumulated credits for curriculums in culinary arts : Based on the culinary art schools in Seoul and Gyeonggi region, MS Thesis, Kyonggi University 80-83, Seoul
  22. Kang MJ (2005) The Effects of Justice Perception toward Service Recovery on Post-recovery Satisfaction and Behavioral Intention -Focused on Parcel Delivery Service, The Korean J of Circulation Information, 8(2): 45-74
  23. Kathy,S.J.(1998) Academic and Service Quality in Distance Education, A Dissertation Presented to the College of Education, Univ. of Denver
  24. Kim CH (2009) A study on the reason for taking vocational education : focused on the food service and a cooking school. MS Thesis, Korea University, 2, Seoul
  25. Kim YJ (2002) The effect of service quality on perceived performance and behavior alI intention of dance academy PHD Thesis Sejong University 38-39, Seoul
  26. Kim KH (2010) A Study on the Effects of Festival Service Quality on Festival Image, Perceived Value and Behavioral Intentions. PHD Thesis, Kyonggi University 40-44, Gyeonggi
  27. Kim OR (2003) Study on Satisfaction of Foodservice & Culinary-Students by Culinary Education Environment : focus on the kyonggido area, Kyonggi University, 68-70, Seoul
  28. Kim SO (2002) Study on curriculum the training for cooks at Academy Education. MS Thesis, Kyonggi University, 17-18, 92-98, Gyeonggi
  29. Kim YJ (2002) The education from cooking school and critical success factors for opening restaurant business.MS Thesis, Kyonggi University 89-91, Gyeonggi
  30. Lee JK (2004) The study on job satisfaction and turnover of academy instructor, MS Thesis, Korea University 38-46, Seoul
  31. Lee MS (2010) The study on satisfaction of how influences in the environment of culinary academy education affects culinary students'lecture level, MS Thesis, Uiduk University 3-18, Gyeongbuk
  32. Lee KO (2000) A Study on the model build-up for educational services marketing of university, MS Thesis, Gyeongnam University 41, Gyeongnam
  33. Parasuraman, A., Zeithaml, V. A. and Berry, L. L.(1985) A Conceptual Model of Service Quality and It's Implications for Future Research,"Journal of Marketing, 49(4):41-50.
  34. Park EM (2009) Study on the Influence of On-line Word-of-Mouth Communication Directionality following Brand Recognition on Customers' Purchases : Focusing on Online Cosmetic Shopping Malls, MS Thesis, SungKyunKwan University 9, Seoul
  35. Park HS(2011) Plan for activating the role of cookery institution for opening the restaurant opening, MS Thesis, Gyeongnam National University of Science and Technology 55-59. Gyeongnam
  36. Park JH (2008) The Importance-Satisfaction of Hotel Convention Selection Attributes and the Effects of Satisfaction on Revisit Intention, PHD Thesis, Sejong University 54-61, Seoul
  37. Park JH(1998) An Empirical Study on the Perceived Quality Factors & Satisfaction Increasing of Foreign Guests for Promoting International Competition Power of Hotels in Korea, The Korean J of International Management Research, 11(2):340.
  38. Park SY (2011) The association among educational quality, students' satisfaction and behavioral intention. PHD Thesis, Gyeongbuk University 40-41, Gyeongbuk
  39. Seo GH(2001) Analysis of the degrees of parents' satisfaction and needs toward the education provided by private tutoring institutes, 4-6, Seoul
  40. Solomon, S. and Judd, K.(1998) Academic and Service Quality in Distance Education, A Dissertation Presented to the College of Education, Univ. of Denver. 36
  41. Son KB(2013) The Effects of Education Service Quality on Education, PHD Thesis, Konyang University 1-3, 8-19. Chungnam
  42. Yang DI (2005) The Influence of private institute's education quality on student's satisfaction and Re-enrollment, MS Thesis, Dankook University 14-15. Seoul
  43. Voss, Phlip Jr.(1984) Status Shifts to Peer Influence, Advertising Age, May17, 9-10
  44. Whyte, W. H. Jr.(1954) The web or word of mouth. Fortune, November, 140-143
  45. Zeithaml, V. A.(1996) Service Marketing, New York: McGrow-Hill, New York. 76
  46. Zimmer, M. R. and Golden, L.L (1988) Impression of Retail Stores: A content Analysis of Consumer Images, Journal of Retailing, Vol.64, Fall:.265-293.