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The Effects of Educational Service Quality on University Image, Student Satisfaction, and Word of Mouth

교육서비스품질이 대학이미지, 학생만족, 구전에 미치는 영향

  • Jung, Hyun-Hwa (Department of Business Administration, Gyeongsang National University) ;
  • Chung, Ki-Han (Department of Business Administration, Gyeongsang National University)
  • Received : 2017.02.22
  • Accepted : 2017.06.09
  • Published : 2017.06.30

Abstract

We explored the influence of educational service quality on university image, student satisfaction, and word of mouth, as well as the causal association between university image, student satisfaction, and word of mouth. Second-order structural model testing was conducted with 274 questionnaires being used to analyze the hypotheses. The findings demonstrated, first, that educational service quality positively affected university image, student satisfaction, and word of mouth. The important sub-dimensions of educational service quality were teaching method, followed by lecture content, professor attitude, and communication through the second-order structural analysis. Second, university image positively affected student satisfaction and word of mouth. Third, student satisfaction positively affected word of mouth. Finally, for factor loading, the results of educational service quality indicated that teaching method(0.972) and lecture content(0.934) were the key factors in estimating the quality, revealing their significant and positive impact on university image, student satisfaction, and word of mouth. Thus, service providers should strengthen the teaching method and lecture content of educational service quality to enhance the university image, student satisfaction, and word of mouth of university performance from the perspective of university students.

Keywords

Educational Service Quality;Second-Order Structural Model;Student Satisfaction;University Image;Word of Mouth

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