Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The Effects of Educational Service Quality on University Image, Student Satisfaction, and Word of Mouth

교육서비스품질이 대학이미지, 학생만족, 구전에 미치는 영향

  • Jung, Hyun-Hwa (Department of Business Administration, Gyeongsang National University) ;
  • Chung, Ki-Han (Department of Business Administration, Gyeongsang National University)
  • Received : 2017.02.22
  • Accepted : 2017.06.09
  • Published : 2017.06.30
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Abstract

We explored the influence of educational service quality on university image, student satisfaction, and word of mouth, as well as the causal association between university image, student satisfaction, and word of mouth. Second-order structural model testing was conducted with 274 questionnaires being used to analyze the hypotheses. The findings demonstrated, first, that educational service quality positively affected university image, student satisfaction, and word of mouth. The important sub-dimensions of educational service quality were teaching method, followed by lecture content, professor attitude, and communication through the second-order structural analysis. Second, university image positively affected student satisfaction and word of mouth. Third, student satisfaction positively affected word of mouth. Finally, for factor loading, the results of educational service quality indicated that teaching method(0.972) and lecture content(0.934) were the key factors in estimating the quality, revealing their significant and positive impact on university image, student satisfaction, and word of mouth. Thus, service providers should strengthen the teaching method and lecture content of educational service quality to enhance the university image, student satisfaction, and word of mouth of university performance from the perspective of university students.

본 논문은 교육서비스품질이 대학이미지, 학생만족, 구전에 미치는 영향을 분석하며, 대학이미지, 학생만족, 구전 간의 영향관계를 조사하였다. 274부의 설문지가 가설검정에 사용되었으며, 2차 구조모형 분석을 실시하였다. 분석 결과, 첫째, 교육서비스품질이 대학이미지, 학생만족, 구전에 긍정적인 영향을 미치는 것으로 나타났고, 교육서비스품질의 하위차원을 검정한 결과 상대적 영향정도는 교수방법, 강의내용, 교수태도, 의사소통 순으로 나타났다. 둘째, 대학이미지가 학생만족과 구전에 긍정적인 영향을 미치는 것으로 나타났고, 대학이미지는 학생만족에 상대적 영향을 미치는 것으로 나타났다. 이 결과는 대학이미지에 대한 만족도가 교육성과에 대한 만족에 직접적인 영향을 주는 선행연구결과와 부분적으로 일치하는 것으로 나타났으며, 학생만족은 긍정적으로 형성된 대학브랜드 이미지를 보유한 대학은 고객만족을 창출하여 경쟁우위를 확보하게 됨을 알 수 있다. 셋째, 학생만족이 구전에 긍정적인 영향을 미치는 것으로 나타났다. 마지막으로 교육서비스품질 하위차원의 요인적재 값에서 교수방법(0.972)과 강의내용(0.934)이 가장 중요한 요인으로 확인되었으며, 대학이미지, 학생만족, 구전에 대해 이들의 영향이 다른 요인들보다 크다는 것을 의미한다. 따라서 대학기관은 대학이미지, 학생만족, 구전 등의 성과를 향상시키기 위해 학생들의 관점에서 교육서비스품질의 교수방법과 강의내용을 강화해야 한다.

Keywords

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