Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
권호 표지
DOI QR코드

DOI QR Code

A Performance Model of Non-facing Real-time Video Lecture Service: Focusing the Perspective of Corona19 Virus Environment and Learner's Orientation

비대면 실시간 영상강의 서비스 성과 모형: 코로나19 바이러스 환경 및 학습자 성향 관점

  • Ahn, Yeon S. (Dept. of Business Administration, College of Business, Gachon University)
  • 안연식 (가천대학교 경영대학 경영학과)
  • Received : 2020.08.23
  • Accepted : 2020.09.15
  • Published : 2020.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study was attempted to demonstrate the service performance of non-face-to-face real-time video lecture service conducted in the coronavirus crisis in early 2020. Lecture service is divided into service production and service delivery from a service system perspective, and its role of lecture service system and the relationship between lecture service benefits and service satisfaction perceived by learners is demonstrated. In order to demonstrate this structural impact relationship, the result of analysis through a questionnaire survey on a total of 268 undergraduate students at G University, showed that the role and level of the non-face-to-face real-time video lecture service system affects the service convenience and service satisfaction. In the additional analysis, the learning orientation learners group perceived the service system level or role in the lecture service and the service benefit itself higher than the relationship orientation learners group. In the past, when a face-to-face class was conducted, learners group who attended a lot of extra curriculum activities perceived the benefits of coronavirus prevention lower than those of a group that did not. In this way, it is necessary to supplement the lecture service system by identifying the role expectation in the lecture service for the high relationship orientation group and the preferring extra curriculum activity group after detail research.

본 연구는 2020년초 조성된 코로나바이러스 위기에서 실시된, 비대면 실시간 영상강의 서비스에 대한 평가와 성과를 실증하기 위해 시도되었다. 강의서비스를 서비스시스템 관점에서 서비스생산과 서비스전달로 구분하여 그 역할과 수준을 평가하며, 학습자들이 인지하는 강의 서비스편익과 서비스만족도와의 관계를 실증하였다. 이러한 구조적 영향 관계를 실증하기 위해서 G대학교 학부 총268명을 대상으로 설문을 통해 분석한 결과, 비대면 실시간 영상 강의서비스시스템의 역할 및 수준은 학습자들의 서비스편익 및 서비스만족도에 영향을 미치며 서비스편익 또한 서비스만족도에 영향을 미치는 것으로 나타났다. 추가분석에서는 학습지향성이 높은 그룹에서는 관계지향성이 높은 그룹과 비교하여 강의서비스에서 서비스시스템 수준이나 역할 그리고 그로부터 인식하는 서비스 편익 자체를 더 높게 인식하고 있다. 그리고 과거에 대면수업이 이루어졌을 때 등교하여 비교과활동이 많은 학습자그룹에서는 그렇지 않은 학습자그룹에서보다 코로나바이러스 방역이라는 편익을 더 낮게 인식하고 있다. 이로써 관계지향성이 높은 그룹에 대한 강의서비스에서의 역할기대를 파악하여 서비스를 보완할 필요가 있고, 비교과활동을 선호하는 그룹에 대한 보완책도 필요하다.

Keywords

References

  1. Ahn, Yeon S. (2018), Service Management, Changmyung Pub.
  2. Ahn, Yeon S. (2020), The Impact Structure on Co-Creation, Shared Value and Customer Satisfaction of Customer Acceptance for Servicescape: Focusing on Theme Park Service, Journal of Service Research and Studies, 10(1), 1-11. https://doi.org/10.18807/JSRS.2020.10.1.001
  3. Bak, Seong Uk (2008), An Empirical Study on Influence Factors of On-line (e-Learning) Lecture Achievement and User Satisfaction(Master's Thesis), Graduate School of Hanyang Univ.
  4. Christoph F. Breidbach, Darl G. Kolb, Ananth Srinivasan (2013), Connectivity in Service Systems: Does Technology-Enablement Impact the Ability of a Service System to Co-Create Value?, Journal of Service Research, 16(3), 428-441. https://doi.org/10.1177/1094670512470869
  5. David Xin Ding, Paul Jen-Hwa Hu, Rohit Verma, Don G. Wardell (2009), The Impact of Service System Design and Flow Experience on Customer Satisfaction in Online Financial Services, Journal of Service Research, 13(1), 96-110. https://doi.org/10.1177/1094670509350674
  6. Debra Pettit Bruns, Nina Vanessa Kraguljac, Thomas R. Bruns (2020), COVID-19: Facts, Cultural Considerations, and Risk of Stigmatization, Journal of Transcultural Nursing, 31(4), 326-332. https://doi.org/10.1177/1043659620917724
  7. Hurjoon (2003), AMOS Structural Equation Model (Advanced Ed.), Hannarae Pub., 2003.
  8. Jennifer D. Chandler, Robert F. Lusch (2014), Service Systems: A Broadened Framework and Research Agenda on Value Propositions, Engagement, and Service Experience, Journal of Service Research, 18(1), 6-22. https://doi.org/10.1177/1094670514537709
  9. Kang, Young-Hwan, Choi, Eun-Soo (2014), An Analysis of Structural Relationships Between e-Learning Company CEO's Ethical Leadership, Task-oriented Organizational Culture, Learning Organization Level, and Organizational Effectiveness, The Korean Journal of Human Resource Development Quarterly, 16(4), 113-142.
  10. Koo, Wonil Dongchul Hahm (2018), The effect of servicescape on customer satisfaction, word-of-mouth, and revisit in Theme Park, Journal of Tourism Management Research, 22(3), 1-24. https://doi.org/10.18604/tmro.2018.22.3.1
  11. Lee, Jong-Yeon, Kim, Juri (2013), Analysis on Structural Relationships Among Learners' Perceived Usefulness, Learner Satisfaction and Related Factors in Mobile Learning in Universities, Journal of Korean Education, 40(1), 49-79.
  12. Lovelock, Christopher H. (1994), Product Plus: How Product + Service = Competitive Advantage, McGraw-Hill.
  13. Lovelock, Christopher H. (2014), Services Marketing(6e), Pearson Australia.
  14. Park, Kyung Sun, Eun Mo Sung (2012), The Influence of Students' Perception of Instructional Performances on Learning Motivation, Learning Attitude, and Learning Satisfaction in a Higher Education Context, Journal of Educational Technology, 28(2), 289-315. https://doi.org/10.17232/KSET.28.2.289
  15. Prahalad, C. K., & Ramaswamy, V. (2004). The future of Competition : Co-Creating Unique value with Customer. Boston, MA: Harvard Business School Publishing.
  16. Robert J. Glushko, Karen Joy Nomorosa (2012), Substituting Information for Interaction: A Framework for Personalization in Service Encounters and Service Systems, Journal of Service Research, 16(1), 21-38. https://doi.org/10.1177/1094670512463967
  17. Siddike, Md Abul Kalam, Youji Kohda (2018), Co-creating Value in People's Interactions with Cognitive Assistants: A Service-System View, Journal of Creating Value, 4(2), 255-272. https://doi.org/10.1177/2394964318804689