Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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The Effects of Quality of Education Servics on Student Satisfaction, Image, Commitment and Loyalty

교육 서비스품질이 학생만족, 이미지, 몰입과 학생충성도에 미치는 영향

  • Kim, Jun-whai (Dept. of Global Business & Information, Seoul Christian University)
  • 김준회 (서울기독대학교 국제경영정보학과)
  • Received : 2019.01.15
  • Accepted : 2019.02.20
  • Published : 2019.02.28
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Abstract

The purpose of this study is to identify the effects of educational service quality on student satisfaction, university image, commitment, and loyalty in the changing environment of university education environment, and to suggest a strategic plan for university education in high quality. To do this, we set up six hypotheses and conducted an empirical analysis with the sample of 229 senior students attending colleges and universities in the metropolitan area. The results of hypothesis verification says that the educational service quality has a positive effect on satisfaction and image, and the satisfaction shows an influence on commitment and loyalty. But the image proved to have no effect on commitment. The commitment was found to affect loyalty. It can be said that the efforts to improve the quality of educational service have an impact on the image and loyalty of colleges and universities and the effects help to improve the long term competitiveness of colleges and universities. The ultimate effects for the quality control of educational service will suggest the survival ways in the changing university educational environment.

본 연구의 목적은 대학교육 환경에 변화속에서 교육 서비스품질이 학생만족, 대학이미지, 몰입 그리고 충성도에 미치는 영향을 파악하여 양질에 대학교육을 위한 전략적 방안을 제시하고자 함을 목적으로 한다. 이를 위해 수도권 소재 대학 4학년에 재학중인 학생 229명을 표본으로 6개의 가설을 설정하고 실증분석을 하였다. 연구의 결과는 교육 서비스품질이 만족과 대학 이미지에 긍정적인 영향을 미치고, 만족은 몰입과 충성도에 영향을 미치는 것으로 나타나고 있다. 그러나 이미지는 몰입에는 영향을 미치지 않는 것으로 검증되었다. 몰입은 충성도에 영향을 미치는 것으로 나타났다. 가설검증 결과를 통해서 교육 서비스품질 향상을 위한 대학에 노력이 대학이미지와 충성도에 영향을 주고 장기적인 대학의 경쟁력 향상을 가져 온다고 할 수 있다. 교육 서비스품질 관리를 위한 궁극적인 노력이 급변하는 대학환경에서 생존하는 방법을 제시해 줄 것이다.

Keywords

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Fig. 1. Research Model

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Fig. 2. The Structual Equation Model Results

Table 1. Theoretical Study on the Quality of Education Service

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Table 2. Operational Definition of Variables

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Table 3. Reliability Analysis

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Table 4. Exploratory Factor Analysis

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Table 5. Summary Statisics and Correlation Analysis

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Table 6. The Results of Confirmatory

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Table 7. Summary of Results

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