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The Effect of the Educational Services and Environment of Cooking Education Institutes on Behavioral Intention of Educational Consumers - Focused on Busan Area -  

Lee, Jeong-Woo (Dept. of Food service Management, Dong-Eui University)
Hwang, Young-Jeong (Dept. of Food Service & Culinary Arts, International University of Korea)
Cho, Yong-Bum (Dept. of Food service Management, Dong-Eui University)
Publication Information
Culinary science and hospitality research / v.20, no.2, 2014 , pp. 165-182 More about this Journal
Abstract
This study has been carried out to provide marketing materials concerning recognition of parents and students for operators of private cooking education institutes and useful information for the parents who are to send their children to such training institutes, by identifying the effects of the quality of educational services and educational environment of cooking education institutes on satisfaction and positive recommendation intention of trainees. Especially, educational services and educational environment of cooking education institutes that provide education to foster skilled workforce in specialized culinary area were analyzed in detail to draw effective data. Firstly, it has been studied if educational services of cooking education institutes such as educational contents, service of instructors and educational service quality had positive effects on the level of satisfaction about the institutes. Secondly, looking into effects of satisfactory environmental service of cooking education institutes, such as educational environment and quality of administration, on behavioral intention, it has been surveyed that all factors affected satisfaction of students. Thirdly, as for the effect of use intention of action of cooking education institute on positive recommendation intention of trainees, it has been shown that satisfaction with educational services and environment had an effect on positive recommendation intention as well as on intention of reregistration. Therefore, it can be suggested that marketing strategies and management strategies need to be established in a way that quality of education services and educational environment provided by cooking education institutes can render positive behavioral intention to customers of cooking education and the education market through differentiated strategy establishment.
Keywords
cooking education institutes; educational service; educational environment; reregistration intention; positive word of mouth intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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