Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Educational Service Quality of Regional Private University for Student Satisfaction

학생 만족을 위한 지역 사립대학의 교육 서비스품질 연구

  • Kwon, Do-Hee (Department of Airline and Tourism Management)
  • 권도희 (영산대학교 항공관광학과)
  • Received : 2024.08.23
  • Accepted : 2024.08.29
  • Published : 2024.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

Purpose: This study proposed a new construct to measure the educational service quality of regional universities, focusing on private institutions in the Busan and Gyeongnam regions. It analyzed how service quality, service value, and satisfaction influence students' enrollment intentions. Methods: Using the new construct, data were collected and analyzed to examine the relationships between service quality, service value, satisfaction, and students' intentions to continue enrolling. Results: Administrative services had the most significant impact on both service quality and satisfaction, followed by educational quality and information support systems. Conclusion: Administrative services and service value are key factors in shaping students' satisfaction and enrollment decisions. Improving these areas can enhance students' intention to continue enrolling at regional universities.

Keywords

References

  1. Annamdevula, S., and Bellamkonda, R. 2016. Effect of student perceived service quality on student satisfaction, loyalty and motivation in Indian universities. Journal of Modelling in Management 11(2):488-517. 
  2. Bitner, M. J., and Hubbert, A. R. 1994. Encounter satisfaction versus overall satisfaction versus quality: The customer's voice. In Roland T. Rust, and Richard L. Oliver (Eds.), Service quality: New directions in theory and practice. Thousand Oaks, California: Sage. 
  3. Bolton, R. N., and Drew, J. H. 1991. A multistage model of customers' assessments of service quality and value. Journal of Consumer Research 17(4):375-384. 
  4. Cho, Chul-ho. 2012. The impact of web service quality of employment information sites on value, customer satisfaction, and revisit intention: The moderating effect of job search type. Journal of Service Management 13(5):1-29. 
  5. Cho, Chul-ho. 2021. Statistical analysis of structural equation models using SPSS/AMOS. Cheongram. 
  6. Choi, Dongsoo, Kang, Hyeonna, and Seo, Wonseok. 2021. A Study on the Structural Impact Relationship among Customer Experience, Perceived Customer Orientation, and Customer Satisfaction by In-Flight Service Process. Academy of Customer Satisfaction Management 23(1):1-34. 
  7. Choi, Suho. 2024. "Effect of Educational Service Quality on Education Satisfaction and Career Decisions of College Students majoring in Distribution and Logistics." The Journal of Business Education 38(3):1-19. 
  8. Chou, C., Wang, Y., and Tang, T. 2015. Exploring the determinants of knowledge adoption in virtual communities: A social influence perspective. International Journal of Information Management 35(3):364-376. 
  9. Cronin, J. J., and Taylor, S. A. 1992. Measuring Service Quality: A Reexamination and Extension. Journal of Marketing 56(3):55-68. 
  10. Gronroos, C. 1984. A Service Quality Model and its Marketing Implications. European Journal of Marketing 18(4):36-44. 
  11. Hair, J. F., Anderson, R. E., Tatham, R. L. and Black, W. C. 1995. Multivariate Data Analysis with Reading. Prentice Hall. 
  12. Hwang, Bok Ju, and Hea, June. 2010. The Effect of Employee's Service Orientation to Customer Orientation, Service Value, and Satisfaction on Financial Service. Journal of the Korea Service Management Society 11(5):239-256. 
  13. Jung, Hyunhwa, Chung, Kihan, and Shin, Jaeik. 2018. The Effects of Educational Service Quality on University Image, Student Satisfaction, Trust, and Word of Mouth. The Journal of Learner-Centered Curriculum and Instruction 18(19):171-190. 
  14. Kim, Junho. 2007. On the Effects of the Key Factors for Service Quality Evaluation on Service Performance in the Call Center. Academy of Customer Satisfaction Management 9(1):155-172. 
  15. Kim, Yeong-gil. 2019. Moderating Effect of Instruction and Curriculum on Relationship between Educational Service Quality and Student Satisfaction in Universities in China. Journal of Service Research and Studies 9(3):73-86. 
  16. Lee, HakSik, and Kim, Young. 1999. Service Quality and Service Value. Korean Journal of Marketing 1(2):77-99. 
  17. Parasuraman, V. A., Zeithaml, A., and Berry, L. L. 1988. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing 64(1):12-40. 
  18. Parasuraman, V. A., Zeithaml, A., and Berry, L. L. 1994. Reassessment of expectations as a comparison standard in measuring service quality: Implications for further research. Journal of Marketing 58(1):111-124. 
  19. Park, KwangSik. 2005. "The Relationship between Perceived Service Quality and Customer Satisfactions in Colleges." Academy of Customer Satisfaction Management 7(2):15-40. 
  20. Waheed, M., Kaur, K., and Kumar, S. 2016. What role does knowledge quality play in online students' satisfaction, learning and loyalty? An empirical investigation in an eLearning context. Journal of Computer Assisted Learning 32:561-575. 
  21. Woodside, A. G., Frey, L. L., and Daly, R. T. 1989. Linking service quality, customer satisfaction, and behavioral intention. Journal of Health Care Marketing 9(4):5-17. 
  22. Zeithaml, V. A. 1988. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing 52(July):2-22.