The Effects of Behavioral Intention on Education Service Quality of the Merchant College - The Mediating effect of student satisfaction -

상인대학 교육서비스 품질이 행동의도에 미치는 영향 -학생만족의 매개효과-

  • Ko, Hyun (Dept. of Venture Information Management, Graduate School of Venture, Hoseo University) ;
  • Yang, Hae-Sool (Dept. o fInformation Management, Graduate School of Venture, Hoseo University)
  • 고현 (호서대학교 벤처전문대학원 벤처정보경영학과) ;
  • 양해술 (호서대학교 벤처전문대학원 정보경영학과)
  • Received : 2014.04.23
  • Accepted : 2014.06.20
  • Published : 2014.06.28


In this study, We investigated the correlation between the education service quality for small business in the merchant college, and student satisfaction and behavioral intention. For this purpose, a factor relationship between the education service quality, and student satisfaction and behavioral intention was examined focusing on the existing literature and previous studies. Also, a survey was conducted for a total of 450 traditional market merchants in metropolitan areas who have completed education from the merchant college for analysis. The result of this study are as follows. First, The relationship between educational service quality and behavioral intention, and student satisfaction except tangibles had significant impacts, Second, student satisfaction was shown to have a positive mediating effect on the relationship between educational service quality and behavioral intention.


Traditional Market;Merchant College;Education Service Quality;Student Satisfaction;Behavioral Intention


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