The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
권호 표지
DOI QR코드

DOI QR Code

Developing Measurements of University Satisfaction using Public Customer Satisfaction Index

공공기관 고객만족지수를 이용한 대학의 고객만족 측정도구 개발

  • 정복주 (숙명여자대학교 대학원 교육학과) ;
  • 이상철 (KC대학교 빅데이터경영학과) ;
  • 임광혁 (배재대학교 전자상거래학과)
  • Received : 2018.09.03
  • Accepted : 2018.10.30
  • Published : 2018.12.28
Download PDF
⟨ Previous Next ⟩

Abstract

With the higher competition of university environment, universities has been adapted Customer Satisfaction Index (CSI). However, the problem of CSI focuses on score and ranking announcement. In public sectors, PCSI model is used because of increasing its strategic utilization by providing diagnosis of the phenomenon and direction for future improvement through causal model analysis. The purpose of this research is to develop a measurements of university satisfaction using PCSI. This research demonstrates validity and reliability of PCSI using test-retest method using multi-group confirmatory factor analysis. The results of this research indicate that the reliability and validity of the PCSI model is verified. Service product quality, service delivery quality, environment quality and social quality have positive effects on customer satisfaction. In turn, customer satisfaction have positve effects on university performance and social performance. In conclusion, service quality, PCSI, and service performance are clarified to be appropriate components of the satisfaction survey. These results can be used to measure the satisfaction level of education at actual universities. It is expected that practical basic data can be obtained to improve the quality of university education.

대학 환경의 경쟁이 치열해지면서 대학들은 고객 만족 지수(CSI)를 개발해서 적용해 왔다. 하지만, 기존의 CSI는 항목의 개발에만 초점을 맞추고 있어서 이러한 항목이 실제로 학생의 만족도에 어떤 영향을 주는지에 대한 의문이 있어왔다. 이러한 문제를 극복하기 위해 공공부문에서는 선행요인과 만족도간의 인과모델을 이용하는 공공기관 고객만족지수(PCSI)을 이용해 왔다. 본 연구의 목적은 PCSI 모델을 이용하여 대학용 PCSI 측정지표를 개발하는 것이다. 본 연구에서 제시된 모델을 검증하기 위해 다중 집단 확인 요인 분석을 이용하여 재측정 신뢰도 분석방법을 이용하였다. 분석결과, 본 연구에서 개발한 대학용 PCSI 측정도구의 타당성 및 신뢰성이 검증되었다. 또한 PCSI 모형의 인과관계를 분석한 결과, 서비스상품품질, 전달 품질, 환경품질, 사회품질이 학생의 고객만족에 긍정적인 영향을 주며, 고객만족은 대학성과와 사회성과에 긍정적인 영향을 주는 것으로 분석되었다. 결과적으로 실제 대학의 교육 만족도를 측정하는 데 사용될 수 있으며, 대학교육의 질적 향상을 위해 실용적 기초자료를 얻을 수 있을 것으로 기대된다.

Keywords

CCTHCV_2018_v18n12_25_f0001.png 이미지

Figure 1. PCSI Model

CCTHCV_2018_v18n12_25_f0002.png 이미지

Figure 2. Research model of PCSI

Table 1. Measurements of PCSI for University

CCTHCV_2018_v18n12_25_t0001.png 이미지

Table 2. Demographic statistics

CCTHCV_2018_v18n12_25_t0002.png 이미지

Table 3. Multi-group confirmatory factor analysis for service quality

CCTHCV_2018_v18n12_25_t0003.png 이미지

Table 4. Multi-group comparison test for service quality

CCTHCV_2018_v18n12_25_t0004.png 이미지

Table 5. Multi-group confirmatory factor analysis for PCSI

CCTHCV_2018_v18n12_25_t0005.png 이미지

Table 6. Multi-group comparison test for PCSI

CCTHCV_2018_v18n12_25_t0006.png 이미지

Table 7. Multi-group confirmatory factor analysis for PCSI performance

CCTHCV_2018_v18n12_25_t0007.png 이미지

Table 8. Multi-group comparison test for PCSI performance

CCTHCV_2018_v18n12_25_t0008.png 이미지

Table 9. Multi-group confirmatory factor analysis for PCSI full model

CCTHCV_2018_v18n12_25_t0009.png 이미지

Table 10. Multi-group comparison test for PCSI full model

CCTHCV_2018_v18n12_25_t0010.png 이미지

Table 11. Multi-group structural equation model

CCTHCV_2018_v18n12_25_t0011.png 이미지

References

  1. P. Jarvis, "The Changing University: Meeting a Need and Needing to Change," Higher Education Quarterly, Vol.5, No.1, pp.43-67, 2001.
  2. I. S. Kim and J. Y. Jung, "The Comparison Study between the Groups on Campus Life Satisfaction: Focusing on Difference between Seoul Metropolitan Area and Non-Seoul Metropolitan Area," The Journal of Educational Research, Vol.8, No.3, pp.241-260, 2010.
  3. Y. C. Kim and J. S. Cha, "Customer Satisfaction Measurement Tool and Its Strategic Application," Korean Marketing Review, Vol.18, No.1, pp.113-132, 2003.
  4. C. L. Lee and Y. J. Yi, "Development and Application of the Public-service Customer Satisfaction Index (PCSI) Model," Korean Marketing Review, Vol.27, No.12, pp.69-99, 2005.
  5. G. A. Boyne, "Source of Public Service Improvement: A Critical Review and Research Agenda," Journal of Public Administration Research and Theory, Vol.13, pp.367-394, 2002.
  6. C. Pollitt and G. Bouckaert, Public management reform: A comparative analysis, 2nd ed., Oxford: Oxford University Press, 2004.
  7. G. S. Song, P. K. Baek, and H. J. Yoo, "A Study on the Development of PSEI and Measurement of Service Efficiency in Public Sector," Journal of the Korean Society for Quality Management, Vol.37, No.4, pp.100-110, 2009.
  8. K. H. Lee and W. K. Hong, "The Measurement and Use of Customer Satisfaction of Public Administration: Focused on the Discontinuous Approach of Satisfaction," Korean Public Administration Review, Vol.39, No.4, pp.105-124, 2005.
  9. A. Hsieh, C. Chou, and C. Chen, "Job Standardization and Service Quality: A Closer Look at the Application of Total Quality Management to the Public Sector," Total quality Management, Vol.13, No.7, pp.899-913, 2002. https://doi.org/10.1080/0954412022000017012
  10. M. H. Park, Analysis of the Effect of PCSI 2.0 in Public-Service Customer, Unpublished master thesis, Seoul National University, 2018.
  11. J. M. Yang and S. I. Han, "A study on Airline Service Quality Assessment using Potential Customer Satisfaction Improvement(PCSI) Index based on Kano Model," Korean Journal of Hospitality & Tourism, Vol.22, No.6, pp.37-57, 2013.
  12. K. I. Kwon, "The Analysis of Service Quality Attributes of Water Leisure Tourism and Potential Customer Satisfaction Improvement(PCSI) Index based on Kano Model in Busan," Journal of Sport and Leisure Studies, Vol.66, pp.39-54, 2016.
  13. N. H. Kwon, J. Y. Lee, and S. H. Pyo, "An Application of PCSI Antecedent Model to Development of Library Organizational Performance Evaluation Method," Journal Of The Korean Biblia Society For Library And Information Science, Vol.29, No.1, pp.369-391, 2018. https://doi.org/10.14699/KBIBLIA.2018.29.1.369
  14. S. M. Jang, "University's Publicity and University Finance," Education Review, Vol.26, pp.93-128, 2009.
  15. J. Y. Jung, "The Analysis on the Casual Model between University Educational Satisfaction and Occupational Satisfaction mediated by Occupational Values," Korean Journal of Educational Administration, Vol.31, No.1, pp.53-83, 2010.
  16. A. Astin, What matters in college: Four critical years revisite, San Francisco, CA, Jossey-Bass Publishers, 1993.
  17. B. D. Ruben, Quality in higher education, New Brunswick, Transaction Publishers, 1995.
  18. D. B. Kwon, Y. J. Oh, H. M. Park, S. J. Son, and S. H. Song, "Exploring Study on Determining Factors for College Student's Degree of Educational Satisfaction," Korean Journal of Educational Research, Vol.40, No.3, pp.181-202, 2002.
  19. D. F. Galletta and A. L. Lederer, "Some Cautions on the Measurement of User Information Satisfaction," Decision Sciences, Vol.20, No.3, pp.419-438, 1989. https://doi.org/10.1111/j.1540-5915.1989.tb01558.x
  20. S. R. Hawk and N. S. Raju, "Test-Retest Reliability of User Information Satisfaction: A Comment on Galletta and Lederer's Paper," Decision Sciences, Vol.22, No.5, pp.1165-1170, 1991. https://doi.org/10.1111/j.1540-5915.1991.tb01913.x
  21. A. R. Hendrickson, P. D. Massey, and T. P. Cronan, "On the Test-Retest Reliability of Perceived Usefulness and Perceived Ease of Use Scales," MIS Quarter, Vol.17, No.2, pp.227-230, 1993. https://doi.org/10.2307/249803
  22. M. R. Mullen, "Diagnosing Measurement Equivalence in Cross-National Research," Journal of International Business Studies, Vol.26, No.3, pp.573-596, 1995. https://doi.org/10.1057/palgrave.jibs.8490187
  23. K. A. Bollen, Structural Equations with Latent Variables, Wiley, New York, 1989.
  24. K. G. Joreskog and D. Sorborm, LISREL VII User's Reference Guide, Scientific Software, Mooresville, Ind, 1989.