Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
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The Effect of Service Quality by University Sport Center on Student Satisfaction and University Image

대학스포츠센터의 서비스품질이 학생만족과 대학이미지에 미치는 영향

  • Received : 2018.08.10
  • Accepted : 2018.09.22
  • Published : 2018.09.30
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Abstract

The purpose of this study was to study the quality of service, student satisfaction, and university image of the university sports center as part of the university education service in order to find necessary marketing measures to secure university competitiveness. To this end, we used the convenience sampling method for sports centers of three universities in the Seoul metropolitan area. and analyzed the final 326 copies, excluding 24 questionnaires out of a total of 350 questionnaires. Using the SPSS 21.0 program, frequency analysis, exploratory factor analysis, correlation and multiple regression analysis were conducted. The results showed that the geographical, human and convenience factors of the university's sports center affect student satisfaction. Second, it was found that the facility and convenience factors of the university sports center affect the university image. Third, it was revealed that the university sports center's satisfaction with the quality of its service affected the university image.

본 연구는 대학의 경쟁력을 확보하는데 필요한 마케팅 방안을 모색하고자 대학교육서비스의 일환인 대학스포츠센터의 서비스품질과 학생만족, 대학이미지를 연구하는데 그 목적이 있다. 이를 위해 서울수도권지역의 3개 대학의 스포츠센터를 대상으로 편의추출법을 사용하였다. 설문지 총 350부 중 24부의 설문지를 제외하고 최종 326부의 자료로 분석하였다. SPSS 21.0프로그램을 사용하여 빈도분석, 탐색적 요인분석, 상관관계 및 다중회귀분석을 실시하였다. 그 결과 첫째, 대학스포츠센터의 서비스품질의 지리적, 인적, 편의성 요인이 학생만족에 영향을 미치는 것으로 나타났다. 둘째, 대학스포츠센터의 서비스품질의 시설적, 편의성 요인이 대학이미지에 영향을 미치는 것으로 나타났다. 셋째, 대학스포츠센터의 서비스품질의 학생만족이 대학이미지에 영향을 미치는 것으로 나타났다.

Keywords

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