Journal of Service Research and Studies (서비스연구)

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

DOI QR Code

Impact of University Service Quality and Familiarity on Recommendation Intention : Focusing on Chinese Foreign Students

대학 서비스품질과 친숙성이 추천의도에 미치는 영향: 중국인 유학생을 대상으로

  • Zhao, XiaoJing (Dongguk University, Graduate School of Business Administration) ;
  • Lee, YouKyung (Department of Business Administration, College of Management & Economics, Dongguk University)
  • 조효정 (동국대학교 경영대학원) ;
  • 이유경 (동국대학교 상경대학 경영학부)
  • Received : 2018.06.15
  • Accepted : 2018.09.15
  • Published : 2018.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study empirically analyzed impacts of interaction quality and physical environmental quality on university recommendation intention of Chinese international students in Korea. In addition this study analyzed a direct impact of familiarity toward Korea on university recommendation intention, and a moderating impact of familiarity toward Korea on the relationship among interaction quality, physical environmental quality, and university recommendation intentions of Chinese international students in Korea. For empirical analysis, this study collected 204 questionnaires in final from Chinese international students currently living in the KyungBuk province. The analysis result was that all three antecedents interaction quality, physical environmental quality, and familiarity toward Korea positively affect university recommendation intention. And the familiarity to Korea positively moderated the relationship between physical environmental quality and university recommendation intentions. Finally, this study suggested academic and practical implications.

최근 국내 대학들은 학령인구의 감소에 따른 재정난을 극복하기 위해, 그리고 대학의 글로벌 경쟁력을 확보하기 위해 유학생 유치에 더욱 많은 노력을 기울이고 있다. 따라서 본 연구는 국내 대학의 유학생 중 가장 많은 비중을 차지하고 있는 중국인 유학생을 대상으로 대학의 서비스품질이 대학 추천의도에 미치는 영향을 실증 분석하였다. 특히 본 연구는 중국인 유학생의 대학에 대한 서비스품질 인식과 추천의도 간의 관계에 있어 한국에 대한 친숙성이 가지는 조절효과에 주목하였다. 본 연구는 가설 검증을 위해 경북 지역의 D대학에 재학 중인 중국인 유학생들을 대상으로 설문조사를 실시하였고, 총 수집된 218부의 설문지 중에서 응답이 부실한 12부를 제외한 206부를 최종 실증분석에 사용되었다. 실증분석 결과 중국인 유학생들이 지각하는 대학에 대한 서비스품질 2요인인 상호작용품질과 물리적환경품질 모두 대학 추천의도에 정(+)의 영향을 미치는 것으로 나타났으며, 중국인 유학생들의 한국에 대한 친숙성 역시 추천의도에 정(+)의 직접효과를 가지는 것으로 나타났다. 또한 상호작용품질과 물리적환경품질과 추천의도 간의 관계에 대한 친숙성의 조절효과를 분석한 결과, 친숙성은 물리적환경품질과 추천의도 간의 관계에 대해서만 정(+)의 조절효과를 가지는 것으로 나타났다. 따라서 본 연구는 중국 유학생을 유치하고자 하는 국내 대학들은 대학의 상호작용품질의 제고와 더불어 대학의 물리적환경을 강화하는 전략을 우선적으로 고려해야 할 필요성이 있음을 실증하였다.

Keywords

SBSOSM_2018_v8n3_63_f0001.png 이미지

Fig. 3-1. Research model

Tab. 2-1. 2012-2016' foreign students in Korea

SBSOSM_2018_v8n3_63_t0001.png 이미지

Tab. 3-1. Respondent’s characteristics

SBSOSM_2018_v8n3_63_t0002.png 이미지

Tab. 4-1. Respondent’s characteristics

SBSOSM_2018_v8n3_63_t0003.png 이미지

Tab. 4-2. Exploratory factor analysis

SBSOSM_2018_v8n3_63_t0004.png 이미지

Tab. 4-3. Moderated regression analysis

SBSOSM_2018_v8n3_63_t0005.png 이미지

Tab. 4-4. Summary of hypotheses testing results

SBSOSM_2018_v8n3_63_t0006.png 이미지

References

  1. Bettman, James R. (1979), Memory Factors in Consumer Choice, Journal of Marketing, 43(Spring), 37-53. https://doi.org/10.1177/002224297904300205
  2. Brady, Michael K. and Cronin J. Joseph Jr. (2001), Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach, Journal of Marketing, 65(July), 34-49. https://doi.org/10.1509/jmkg.65.3.34.18334
  3. Choi, Hee S. and Chung, S. H. (2014), Study on the Service Quality of College Education: Focusing on the "B" College and "A" University, The Korean Academy Association of Business Adminstration, Spring Conference, 267-278.
  4. Choi, Hwa Y. and Kim, J. G. (2013), A study on Intimacy of the Character Product, Product Loyalty and Brand Attitude Effect on Consumer Purchasing Behavior -In the Context of the Hello Kitty-, Design Convergence Study, 12(3), 1-14.
  5. Choi, Young K. (2014), The Effect of Service Quality on Customer Satisfaction in Higher Education, Global Business Adminstration Review, 11(30), 261-278. https://doi.org/10.17092/jibr.2014.11.3.261
  6. Dabholkar Pratibha A, Dayle I. Thorpe and Joseph O. Rentz(1996), A Quality for Retail Stores, Journal of the Academy of Marketing Science, 24(Winter), 316.
  7. Gefen, David (2000), E-commerce: The Role of Familiarity and Trust, Omega, 28(6), 725-737. https://doi.org/10.1016/S0305-0483(00)00021-9
  8. Gronroos, Christian (1984), A Service Quality Model and its Marketing Implication, European Journal of Marketing, 18(4), 36-44. https://doi.org/10.1108/EUM0000000004784
  9. Ha, Ho J. (2012), Analysis of Factors Affecting Educational Satisfaction of Foreign Students Studying Abroad, Korea University, Master Thesis.
  10. Houston‐Price, Carmel, and Satsuki Nakai (2004), Distinguishing Novelty and Familiarity Effects in Infant Preference Procedures, Infant and Child Development, 13(4), 341-348. https://doi.org/10.1002/icd.364
  11. Kerstetter, Deborah and Mi-Hea Cho (2004), Prior Knowledge, Credibility and Information Search, Annals of Tourism Research, 31(4), 961-985. https://doi.org/10.1016/j.annals.2004.04.002
  12. Kim, Hye O. (2012), Positive Effects that the Service Qualities of University Education have on Intentions in Terms of Recommendation and Donations, DongA University, Master Thesis.
  13. Jin Ting (2014), The Effects of Educational Service Quality on Attitude of Economic Value, Major Satisfaction and Quality of University Life by the Particularly of Tourism related Majors: Centering Four-year University Undergraduate Chinese Students in the Seoul Metropolitan Area, SeJong University, Master Thesis.
  14. Kim, Ji H., Park, L. W. and Yoon, S. Mi. (2013), An Analysis for Inter-relationship among Customer-brand(travel agency) Relationships Quality, Satisfaction, Trust, and Loyalty: Focusing on the Comparison of Competing Model, based on the role of Familiarity, Academy of Customer Satisfaction Management, 15(1), 107-127.
  15. Kim, Kyung J. and Kim, K. M. (2014), The Backfire Effect of Familarity, Journal of Consumer Studies, 25(3), 117-140.
  16. Kim Shin H. (2011), An Empirical Study on the Effects of Overall Service Quality on Service Value and Loyalty, KyungSung University, Master Thesis.
  17. Kim, Young D. (2015), Extension of the Satisfaction-Loyalty Link: Influence of Familiarity and Regulatory focus on Satisfaction-Relationship Continuity Intention Link, Academy of Customer Satisfaction Management, 17(2), 113-138.
  18. Lee, Young J. (2010), A study on key factors on satisfaction of university services : Comparison between Korean Students and Foreign Students, KookMin University, Master Thesis.
  19. Lee, Kwoun I (2012), An Effect of University Educational Service Quality on Lecture Service Satisfaction and Recommendation, Attendance Intention: Centering on Chinese Students in Korea, KonYang University, Master Thesis.
  20. Liu, Bo., Ko, S. H. and Rhee, Y. S. (2016), Effect of Chinese Customer's Familiarity with Korean Fashion Brands on Satisfaction and Brand Loyalty, 40(4), 763-774. https://doi.org/10.5850/JKSCT.2016.40.4.763
  21. Park, Seo N. (2016), Comparative Study on the Education External Services of Korean and Chinese University Students: Frequency of Use, Perceived Quality Effects on Satisfaction and Recommendation, ChungNam University, Master Thesis.
  22. Parasuraman, A., Valarie A. Zeithaml and Leonard L. Berry(1985), A Conceptual Model of Service Quality and its Implications for Future Research, Journal of Marketing, 49(4), 41-50. https://doi.org/10.1177/002224298504900403
  23. Parasuraman A., Zeitham V. A, & Berry L. L. (1988), SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing, 64(Spring), 12-40.
  24. Park, Hye Y. (2013), The Impacts of Educational Service Quality on Chinese Student's Satisfaction and Intention of Rcommendation, The Journal of Sinology, 40, 59-78.
  25. Ryu, Jae Y., Na, J. H. and, Choi, K. H. (2016), Effects of Service Quality on Recommendation Intention, Journal of Product Research, 34(6), 55-62.
  26. Rust, Roland T. and Richard L. Oliver (1994), Service Quality: Insights and Managerial Implications from the Frontier, In Service Quality: New Directions in Theory and Practice, Roland T. Rust and Richard L. Oliver (Eds.), Thousand Oaks, CA: Sage Publications, 1-19.
  27. Sung, Nak B. (2016), The Effect of Traditional Crafts Tourism Souvenir Selection Attributes on Satisfaction and Repurchase Intention : Focused on Mediating Effects of Satisfaction and Moderating Effects of Familiarity, WonKwang University, Doctor Thesis.
  28. Wang, Hua B. (2012), The Effects of University Education Services Quality on the Satisfaction and Behavioral Intention of Foreign Students: Focused on Chinese Students, KongJu University, Master Thesis.
  29. Yi, Na Y. (2015), Mediating Effects of Perceived Value on the Relationship between University Foodservice Quality Attributes and Satisfaction of Chinese Students in Daejeon, Journal of the Korean Society of Food Science and Nutrition, 44(11), 1750-1758. https://doi.org/10.3746/jkfn.2015.44.11.1750
  30. Yi, You J. and La, S. A. (2011), Investigating the Superiority across Service Quality Models: Focusing on SERVQUAL, Gronroos', and Three-Dimensional Quality Models, Journal of Service Marketing, 4(2), 91-126.
  31. Zhao, Jing (2012), Influence of the Service Quality of University Cafeterias on the Satisfaction of Chinese Students Studying in South Korea, DaeGu University, Master Thesis.