실천공학교육논문지 (Journal of Practical Engineering Education)

  • 제11권2호
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  • Pages.305-311
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  • 2019
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  • 2288-405X(pISSN)
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  • 2288-4068(eISSN)
한국실천공학교육학회 (Korean Institute for Pratical Engineering Education)
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대학 마일리지 제도에 대한 가치지각이 충성도에 미치는 영향

The Effect of Value Perception of the University Mileage System on Loyalty

  • Ahn, Su-Hyun (College of General Education, Semyung University) ;
  • Lee, Sang-Jun (College of General Education, Semyung University)
  • 투고 : 2019.11.04
  • 심사 : 2019.11.13
  • 발행 : 2019.12.01
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초록

많은 대학에서 학생 보상 프로그램의 일환으로 마일리지 제도를 시행하고 있다. 마일리지 제도는 교내외 비교과 프로그램에 참여한 학생들에게 마일리지를 지급하고, 획득한 마일리지에 따라 성적과 관계없이 장학금을 차등 지급하는 것이다. 본 연구는 대학 마일리지 제도에 대한 학생들의 가치지각이 충성도에 미치는 영향을 확인하고, 마일리지 혜택을 받은 집단과 그렇지 않은 집단 간 차이가 있는지 비교하고자 한다. 이를 위해 대학 마일리지에 대한 가치지각을 경제적 유용성, 심리적 유용성, 이용혜택의 다양성, 편리성, 적절성으로 구분하여 충성도 간 영향력을 실증적으로 확인하였다. 연구결과 심리적 유용성, 이용혜택의 다양성, 적절성이 충성도에 긍정적인 영향을 미치는 반면, 경제적 유용성, 편리성은 유의한 영향을 미치지 않는 것으로 확인되었다. 또한 경제적 유용성이 충성도에 미치는 영향은 마일리지 혜택을 받은 집단이 받지 않은 집단보다 높게 나타났고, 적절성이 충성도에 미치는 영향은 마일리지 혜택을 받지 않은 집단이 받은 집단보다 높게 나타났다.

Many universities offer mileage system as part of their student reward program. The mileage system provides mileage to students who participated in on-campus extracurricular programs, and awards scholarships regardless of grades based on the mileage earned. The purpose of this study is to identify the effect of students' perception of college mileage system on loyalty and to compare the difference in loyalty between those who received mileage and those who did not. To this end, the effect of loyalty was studied empirically by classifying the perception of college mileage into five categories: the cash value, aspirational value, diversity of benefits, convenience, and relevance. The results showed that aspirational value, diversity of benefits and relevance had a positive effect on loyalty, while cash value and convenience did not. In addition, the effect of cash value on loyalty was higher in those who received mileage than those who did not. In terms of relevance, higher loyalty was found in group that did not receive mileage than those who did.

키워드

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