품질경영학회지 (Journal of Korean Society for Quality Management)

  • 제52권1호
  • /
  • Pages.57-75
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  • 2024
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  • 1229-1889(pISSN)
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  • 2287-9005(eISSN)
한국품질경영학회 (Korean Society for Quality Management)
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교육서비스품질과 의사소통이 고객만족 및 고객신뢰를 매개로 고객충성도에 미치는 영향에 관한 연구

A Study on the Effect of Educational Service Quality and Communication on Customer Loyalty through Customer Satisfaction and Customer Trust

  • 김은정 (숭실대학교 프로젝트 경영학과) ;
  • 하정옥 (숭실대학교 프로젝트 경영학과) ;
  • 박종우 (숭실대학교 경영학부)
  • KIM, Eun Joung (Project Management, Soongsil University) ;
  • HA Jeong Ok (Department of Project Management, Graduate School of Soongsil University) ;
  • PARK, Jong Woo (Department of Business Administration, Soongsil University)
  • 투고 : 2024.01.29
  • 심사 : 2024.02.25
  • 발행 : 2024.03.31
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초록

Purpose: The purpose of this study is to recognize the importance of a cooperative relationship in which parents of early childhood education institutions share responsibility and authority, and to suggest ways to establish efficient management strategies. Methods: The survey was conducted through online responses using Google surveys and SNS. The collected data was collected using SPSS 22.0 and Smart PLS 4.0 statistical programs. Results: Among the 13 hypotheses, only expertise in educational service quality was confirmed to have no effect on customer trust. The verification results of 11 mediation effects confirmed that customer satisfaction does not mediate the relationship between non-verbal communication and customer loyalty, and that customer trust does not mediate the relationship between expertise and verbal communication on customer loyalty. Conclusion: We presented basic data for establishing a marketing strategy that can improve the quality of services of infant and toddler education institutions and increase management performance.

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참고문헌

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