Rethinking University Dining Services: Role of Value in the Formation of Customer Satisfaction and Revisit Intention

함선옥,Ham, Seon-Ok The East Asian Society of Dietary Life 2012 동아시아식생활학회지 Vol.22 No.1

대학교 푸드 서비스는 단체급식이나 그 외 상업급식에 비해 그 동안 주목을 받지 못하였다. 경영자 및 연구자들은 지각된 가치는 소비자 행동에 큰 영향을 미치는 것으로 인식하고 있다. 그러나 대학교 푸드 서비스에서 만족도에 영향을 주는 가치의 매개역할은 아직 확실히 증명되지 않은바 있다. 본 연구에서는 대학교 푸드 서비스의 가치, 만족도와 재방문 의사 속성들 간의 영향관계를 밝혀 고객 지향적인 대학교 푸드서비스 마케팅의 전략방안을 제시하고자 한다. 따라서 대학교 푸드 서비스의 서비스 속성이 가치에 영향을 미치는지 여부를 확인하고, 이것이 고객만족과 재방문의사를 형성하는데 있어서 매개변수로서의 역할을 증명하고자 한다. 본 연구는 국내 3개 대학의 학생들을 대상으로 진행되었으며 구조방정식모형(Structural Equation Modeling)이 적용되었다. 연구결과 대학교 푸드 서비스에서 식품, 메뉴, 편리함 등의 속성은 대학교 푸드 서비스의 가치에 긍정적인 영향을 미친다는 결과를 나타냈으며 가치는 대학교 푸드 서비스의 만족에 간접영향을 나타내는 것으로 분석되었다. 본 연구는 대학교 푸드 서비스의 가치를 통해서 만족도에 대한 가치의 매개 역할이 증가함을 알 수 있었다. 또한, 가치를 통해 증가된 만족도는 재방문의사를 도출해 낸다. 본 연구는 대학교 푸드 서비스 분야에서 고객만족을 형성함에 있어 가치의 매개역할을 증명함으로써 학문적 시사점을 기여하고 있다. 또한, 레스토랑 경영자나 마케터들에게는 대학교 푸드 서비스에 가치를 고려한 제품과 서비스 제공하는 마케팅 전략수립을 위한 기초자료로 활용될 수 있을 것으로 기대된다. 이러한 대학교 푸드 서비스에 대한 가치연구는 시장세분화, 제품차별화, 포지셔닝정책 등의 향후 연구를 도출해 내는데 의미 있는 결과를 제시할 것으로 사료된다. 또한 장기적 안목에서는 학생모집, 학생학업평가 및 대학 명성 등 전체 대학경험과 그 외 경쟁우위를 선점하기 위해서 대학교 푸드 서비스의 가치와 만족도를 증진시키는 방안이 모색되어야 할 것이다. University dining services have received less attention than commercial food services or other institutional food services. Marketing practitioners and researchers recognize the major impact that perceived value has on consumer behavior. The mediating role of value has not been verified in relation to satisfaction in university dining establishments, including Korea. This study intends to investigate the relationships among value, satisfaction and revisit intention of university dining attributes. This study also examines whether university dining service attributes dimensions influence value. Further, this study verifies the role of value as a mediator in the formation of customer satisfaction and revisit intention. Structural Equation Modeling has been applied to the collected data from students of three universities in Korea. The study resulted in that university dining attributes, such as food, menu and convenience, positively affected value of the university dining services. Further analysis with examination of indirect effects confirmed the positive impact of value on satisfaction in university dining services. This study verified the mediating role of value on satisfaction as student's satisfaction is enhanced through the elevation of value of university food services. Enhanced satisfaction via value also led to improvement in revisit intention. This study contributes to the academia by verifying the mediating role of value in the formation of customer satisfaction in a university dining context. This study also offers practical implications to the industry, such as suggestions on developing strategies for value-added products and services to the university dining establishments. This value research for university dining services is also meaningful by triggering future research on market segmentation, product differentiation and positioning policies. In the long run, improving value and satisfaction with university dining services need to be realized to enhance overall college experiences and other competitive advantages, such as student recruitment and enrollment, student academic evaluations, and university reputation.

대학정보 사전공개서비스 운영분석 - 대학정보공시 운영협력대학을 중심으로 -

구정화,조찬양 한국비블리아학회 2018 한국비블리아학회지 Vol.29 No.2

The research aims to analyze current university information disclosure services in the perspectives of both university records management and services and to recommend ways to improve the current university information disclosure systems and services. The research collects and analyzes various raw data such as laws, guidelines, and manuals of university information disclosure services and the portal site of ‘Higher Education in Korea’ also known as ‘dae-hak-al-ri-mi’, and data on each homepage of 40 cooperative universities selected as the research sample. At the result, the research found some limits in the current operation of university information disclosure services: first, the information posted on the university disclosure information system is mostly focused on administrative information rather than information related to research or education within universities. Second, there are the high rate of error and frequent modification in the information posted on the disclosure information system. Third, the menus on both the information disclosure system and homepages of each cooperative university are useless or contents of the menus are empty. The research suggests some solutions to improve these problems: it is required to make up the current legal systems for university information disclosure services and to cooperate all organizations and universities related to university information disclosure services within the united system and rule. Also, it is crucial to attach the metadata of the disclosed information when to post the information to the university disclosure information systems. Finally, it is necessary for each university to employ archivists not only to develop qualified university records to maintain the unique roles and value of universities but also to disclose reliable and authentic information to users and manage the university information disclosure systems effectively and efficiently. 이 연구는 대학정보 사전공개서비스의 운영 현황을 대학기록물의 관리와 서비스라는 관점에서 분석하고 서비스의 안정적인 정착과 운영을 위한 개선방안을 제언하는 것을 목적으로 한다. 이를 위해 대학알리미 사이트와 대학정보공시 운영협력대학 40곳을 대상으로 각 대학 홈페이지에 공시된 대학정보를 중심으로 데이터를 수집하였다. 수집된 데이터를 분석한 결과, 첫째, 사전정보공개서비스를 통해 공시된 정보는 대학의 주요 기능인 연구나 교육에 관한 정보보다 대학행정 정보에 치우쳐 있었다. 둘째, 사전정보공개서비스를 통해 공개된 대학정보는 많은 오류와 잦은 수정으로 인해 신뢰성의 문제가 있었다. 끝으로, 각 대학 홈페이지의 정보공개 메뉴들은 형식적으로 기재되어 운영되고 있음이 밝혀졌다. 이상의 문제점을 해결하기 위한 운영방식의 개선을 제언하였다. 첫째, 공개된 대학정보의 신뢰성 확보를 위해 대학정보 공시방법의 개선을 위한 법적, 제도적 보완을, 둘째, 대학정보 사전공개서비스와 관련된 기관들간의 상호연계성 확보를 통한 운영의 일원화를, 셋째, 공개된 대학정보에 대한 메타데이터도 함께 공개할 것을, 마지막으로, 대학의 기본 기능에 충실한 정보들이 보유․관리되어 공개될 수 있도록 대학내 기록연구사를 배치할 것을 제언하였다.

대학기록관 기록정보서비스의 현황과 발전 방안 실무자 면담을 중심으로

이혜경,이해영 한국기록학회 2014 기록학연구 Vol.0 No.40

Various theoretical studies have been conducted to activate universityarchives, but the services provided currently in the field haven’t been muchstudied. This study aims to investigate the usage and users of the domesticuniversity archives, examine the types of the archival information servicesprovided, understand the characteristics and limitations of the services, andsuggest the development direction. This study set 3 objectives for the research. First, Identify the users ofthe university archives, the reason of the use, and the kinds of archivalmaterials used. Second, the kinds of services and programs the universityarchives provide to the users. Third, the difficulties the university archivesface to execute information services, the plans they consider in the future,and the best possible direction to prove the services. The authors of the study determined to apply interviews with the staffsat university archives to identify the current status of the services. For this,the range of the services offered in the field of university archives wasdefined first, and then, key research questions were composed. To collectvalid data, authors carried out face to face interviews and email/phoneinterviews with the staff of 12 university archives, as well as the investigation of their Web sites. The collected data were categorized by thetopic of the interview questions for analysis. By analyzing the data, some useful information was yielded including thedemographic information of the research participants, the characteristics ofthe archives’ users and requests, the types and activities of the services theuniversity archives offered, and the limitations of archival informationservices, the archives’ future plans, and the best possible developmentdirection. Based on the findings, this study proposed the implications andsuggestions for archival information services in university archives, in 3domains as follows. First, university archives should build close relationshipwith internal university administrative units, student groups, and facultymembers for effective collection and better use of archives. Second,university archives need to acquire both administrative records by transferand manuscripts and archives by active collection. Especially, archives needto try to acquire unique archives of the universities own. Third, thearchives should develop and provide various services that can elevate theawareness of university archives and induce more potential users to thearchives. Finally, to solve the problems the archives face, such as the lackof the understanding of the value of the archives and the shortage of thearchival materials, it was suggested that the archivists need to activelycollect archival materials, and provide the valuable information by activeseeking in the archives where ever it is needed. 대학기록관의 활성화를 위하여 다양한 이론적 연구가 이루어지고 있으나, 실제 현장에서 수행되는 서비스에 대한 연구는 부족한 편이다. 본 연구는 국내 대학기록관의 이용자 및 이용 기록에 대하여 파악하고, 현장에서 실제 제공되고 있는 기록정보서비스 종류와 한계를 알아보고 발전방향을 제시하고자 하였다. 주요 연구 목표는 다음과 같다. 첫째, 국내 대학기록관의 기록을 실제 이용하는 이용자들과, 기록 이용 목적, 그리고 이용 기록의 종류와 현황을 알아본다. 둘째, 국내 대학기록관에서 제공하는 기록정보서비스와 프로그램의 종류와 현황을 알아본다. 셋째,국내 대학기록관에서 기록정보서비스를 시행하는 데에 있어서의어려움과 계획하고 있는 서비스에 대해 알아보고, 서비스의 발전방안을 제시한다. 연구자는 이와 관련하여 대학기록관의 현장 실무자를 대상으로 면담을 통해 기록관에서의 기록정보서비스와 관련된 내용들을 파악하고자 하였다. 주요 연구 질문을 작성 후, 면담 질문지를작성하고, 12곳의 대학기록관 실무자와 직접 면담과 이메일 및전화 면담, 그리고 웹을 통한 조사를 수행하였으며, 면담 내용을질문 주제별로 분석하였다. 연구자는 수집한 자료를 통해 연구 참여자 배경정보, 대학기록관 이용자의 종류 및 요구의 특징, 이용 기록의 종류와 목적, 대학기록관 제공 서비스의 종류 및 특성, 기록정보서비스 한계와향후 계획에 대한 결과를 산출하였다. 이와 같은 연구 결과를 종합하여 대학기록관 기록정보서비스의 현황과 시사점을 분석하고, 발전 방안을 제시하였다. 즉 첫째, 기록의 효과적 수집과 이용 증진을 위하여 행정 부서 및 학생 단체와 교수 등과 같은 내부 구성원 조직과의 협력관계를 적극적으로 형성해야 한다. 둘째, 기록관은 행정기록과 수집기록 모두 갖추도록 해야 하며, 특히 해당 대학만이 확보할 수 있는 독특한 기록을 소장하도록 노력해야한다. 셋째, 대학기록관에 대한 인식을 높이고, 잠재적 이용자를 이끌 수 있는 다양한 부가 가치·활용촉진 서비스를 개발하여 제공해야 한다. 마지막으로 기록관이 당면한 인식 부족 및기록 부족 등의 어려움을 해결하고 더 발전하기 위해서 아키비스트는 적극적으로 기록을 수집하고, 필요로 하는 곳에 기록을 찾아서 제공하는 적극적인 정보서비스를 제공해야한다고 제언하였다.

중국 대학의 교육서비스품질, 행정서비스품질 및 물리적 환경이 대학만족도와 충성도에 미치는 영향

양사,김자호,임채관 사단법인 미래융합기술연구학회 2022 아시아태평양융합연구교류논문지 Vol.8 No.2

The purpose of the study is to establish empirically whether the educational services currently provided to students by Chinese universities are actually improving their satisfaction. To this end, a survey was conducted among Chinese university students to analyzes how the quality of education service, administrative service, and physical environment affect university students' satisfaction. Furthermore, the researchers tried to empirically verify the impact of university satisfaction on loyalty. The survey for empirical research was conducted by an online survey of 450 Chinese university students from early March to the end of June 2021. The empirical analysis results are as follows: First, the quality of educational services at universities has a significant positive impact on university satisfaction. Second, it was analyzed that the quality of administrative services at Chinese universities has a significant positive effect on university satisfaction. Third, the physical environmental factors of universities also have a significant positive impact on their satisfaction. Finally, the satisfaction of university students was confirmed to have a positive impact on university loyalty. According to the analysis, the physical environment is the most influential factor in determining the satisfaction of Chinese university students, and the second is the quality of university administrative services and third is the quality of university education services. Therefore, in order to continuously improve Chinese university students' satisfaction and loyalty to universities, the physical environment of universities must be improved first, and efforts should be made to improve the quality of administrative and educational services of universities. 본 연구는 현재 중국의 대학이 학생들에게 제공하고 있는 교육서비스가 실제로 학생들에게 만족도를 향상하고 있는지를 실증적으로 규명하고자 하는데 그 목적이 있다. 이를 위하여 본 연구에서는 중국 대학의 재학생을 대상으로 설문조사를 실시하고, 이를 토대로 대학의 교육서비스품질, 행정서비스품질, 그리고 물리적 환경이 대학생들의 만족도에 어떻게 영향을 미치고 있는가를 파악하고, 나아가 대학충성도에 미치는 영향관계를 실증적으로 검증하고자 하였다. 실증적 연구를 위한 설문조사는 2021년 3월부터 6월 말까지 450명의 중국 대학생을 대상으로 온라인 설문조사로 실시하였다. 실증적 분석 결과는 다음과 같다. 연구 결과 대학의 교육서비스품질이 대학만족도에 긍정적인 영향을 미치는 것으로 나타났으며, 중국 대학의 행정서비스품질 또한 대학만족도에 긍정적인 영향을 미치는 것으로 분석되었다. 그리고 대학의 물리적 환경도 대학만족도에 통계적으로 유의한 영향을 미치는 것으로 나타났다. 또한 대학생들의 대학 만족도는 대학 충성도에 긍정적인 영향을 미치고 있음을 확인하였다. 분석결과 중국 대학생들의 만족도를 결정하는 요인 중 물리적 환경이 가장 크게 영향을 미치고 있으며, 다음으로 대학행정서비스, 대학교육서비스 품질 순으로 영향을 미치고 있는 것으로 나타났다. 따라서 중국 대학생의 대학에 대한 만족과 충성도를 지속적으로 높이기 위해서는 무엇보다 대학의 물리적 환경 개선이 우선되어야 하며, 이를 바탕으로 대학의 행정서비스와 교육서비스 품질을 향상시키는 노력이 필요하다고 본다.

대학생들의 대학 만족여부를 결정하는 대학교육 서비스 품질 분석

김은주,정명진 한국경영교육학회 2017 경영교육연구 Vol.32 No.1

[Purpose]This study analyzed primary factors of university education services that affects contentment of university. [Methodology]For this study, the survey was conducted targeting the university students of 1 universities in Gyunggi province, 770 in total, was analyzed by logistic regression analysis. [Findings]Results of this study were as follows: First, correlation result university education services are showed the positive correlation with contentment of university. Second, satisfied group of university is larger than dissatisfied groups of university in scores all sub-factor of university education services. Third, sub-factor of university education services to predict whether contentment of university, highest predicted the contentment of university, followed by circles, university life, relationships. [Implications]This study is meaningful in that it has empirical approach related to university satisfaction in terms of university students. And This study is expected to provide useful implications in that it can identify the important factors in evaluating university education service quality. It also provides implications for student-centered university management. [연구목적]본 연구는 대학생이 인식하는 대학교육 서비스 품질이 대학 만족여부에 미치는 영향을 분석하는 것으로, 대학교육 서비스 요인 중 교육목표, 인재상, 교육시설, 편의시설, 행정업무, 전산정보, 대학생활, 대학내비교과, 졸업인증제, 동아리, 인간관계를 중심으로 대학생의 대학 만족여부를 결정하는 요인을 분석하고자 하였다. [연구방법]본 연구목적을 위해 경기도 S시에 위치한 4년제 대학에 재학 중인 1학년생 770명의 자료를 수집하였다. 자료 분석방법은 대학교육 서비스 요인을 독립변수로 하는 모형에 대한 통계적 유의성 및 집단 분류의 정확도, 대학 만족여부에 대한 개별 독립변수들의 통계적 유의성을 알아보기 위해 로지스틱 회귀분석을 실시하였다. [연구결과]대학교육 서비스의 하위요인 중 대학 만족여부에 유의한 영향을 미치는 대학교육 서비스 요인은 대학생활, 동아리, 인간관계 순으로 나타났다. [연구의 시사점]대학만족과 관련된 가장 중요한 이해 관계자 집단인 대학생 입장에서 실증적 접근을 하였다는 점에서 의의가 있고, 대학의 이해 관계자 집단이 대학교육 서비스 품질을 평가하는데 중요한 구성요인들을 규명해 줄 수 있다는 점에서 유용한 시사점을 제공해 줄 것으로 기대된다. 또한 도출된 대학교육 서비스 하위요인에 대한 서비스 제공시 학생 중심의 대학운영 방안을 결정하는데 시사점을 제공하고 있다.

귀로에 선 기독교대학의 채플

한미라(Mee-Rha Hahn) 한국기독교교육정보학회 2007 기독교교육정보 Vol.18 No.-

This article aims at presenting some of ideas that can be helpful for improving Christian university's chapel service in Korea. Three points are to make in order to achieve the objective. First of all, a theoretical foundation on Christian college's worship service is reviewed in light of its meaning and significance. Second, the participant's needs are surveyed in order to improve the chapel at Christian colleges. For identifying the student's need and attitude of their chapel service, the researcher took 1800 students of first and second year at Hoseo University, Cheonan, Korea. And lastly, feasible ideas are presented based on the previous studies' findings and the results of the survey conducted by the researcher. As the result of the survey, this study has found some of significant findings as follows. Except few church-affiliated Christian universities, Christian colleges in general occupy about 30% of total students whose religion is said protestant. Less than 30% of the entire students who received the worship service are satisfied. More than half of the total said the Chapel service should not be must-taking class. The students rather prefer concert or musical and drama to sermon or traditional worship service. The fact has not been changed since 10 years ago. However, a recent study conducted by Yonsei University says, though the immediate response to the chapel service turns negative, alumni/ae positively evaluated the Chapel's influence on their religious orientation. This will say there surely is a difference between in school and out of school in their attitude about the University's chapel service. It is out of question to say that crisis is coming toward the Korean Christian college and its religious service on campus. However, this crisis is nothing new. In fact the crisis was there 10 years ago. Thus we need to seek feasible resolutions against this crisis with more vigorous enthusiasm. First, the pessimism needs to be cleared about the Christian university's chapel service. That is, we must not give it up or weaken our motivation. Younger Oh once said the Christian identity must be defined by the Christian university in terms of founding ethos. With a firm foundation of Christianity, the Christian university needs to upgrade and update its religious service. Second, professionally trained chaplains are needed in order to fulfill the university's mission. Culturally skillful and experienced chaplains are able to open a dialogue with non-Christian students. The success of the Chapel service is heavily dependent upon the campus ministers. However, the currently hired ministers are the graduates who received an old fashioned theological education mostly at the denominational seminaries. Moreover, their employments are not on the tenure track. Within the current working condition, the university may not obtain able and well trained clerical manpower. Third, the top manager and staffs must be at least Christians; otherwise the school easily put the Christian values aside. Some of the staffs and top manager of the Christian schools are found non-Christian, even shaman follower. The staffs of the Christian university are the policy maker, and the Chapel service is the foremost policy issue that they have faced every year. Fourth, the Christian university considers the first priority of Chapel's class time on the entire curricular schedule. Younger Oh insists that the chapel service of the university is the key concern for every member of the Christian university so that all of the faith community will be able to participate with no stress. Fifth, most of Christian colleges are private. Thus theoretically they can freely operate the school for example in recruiting students, etc. However, the Christian colleges in Korea have received financial aids from the Government. When student filed a lawsuit against the chapel service for their religious freedom, the Christian university needs to p

보편적 역무 제공과 관련된 전기통신사업법 등의 문제점과 개선방안

이부하 충북대학교 법학연구소 2019 과학기술과 법 Vol.10 No.1

The term ‘universal services’ means basic telecommunications services which any user may use at reasonable fees, regardless of time and place. The modern state should actively engage in the activities of the state to ensure the survival of the social economic underprivilege and to guarantee the conditions necessary for the people’s life. The universal services in the field of information and communication have the character of ‘social security benefit’. Constitutional grounds of the universal services are the Article 18 of the Korean Constitution that defines ‘freedom of communication’. The provision of universal services provides a prerequisite for individuals to freely communicate through communication. Constitutional grounds of universal services are Article 34 of the Korean Constitution which prescribes social fundamental rights. Especially, the universal services mean the service to provide the communication service with appropriate quality for the stable life of communication. As universal services provider designation system, which public authority exercise unilateral, has a legal problem, it is necessary to change the way of selecting universal services providers. It is possible to consider a method of bidding on a service-by-service basis by applying for a universal services provider. The Telecommunications Business Act delegated the standards and procedures for universal services provider designation to be prescribed by the Presidential Decree (Enforcement Decree of the Telecommunications Business Act), but the Enforcement Decree of the Telecommunications Business Act did not stipulate standards and procedures for universal services provider designation. The Enforcement Decree of the Telecommunication Business Act shall stipulate in detail the standards and procedures for providing universal services providers.

멤버십서비스의 운영 및 소비자이용

박영미(Park, Young Mi),이희숙(Lee, Hee Sook) 한국소비문화학회 2014 소비문화연구 Vol.17 No.1

본 연구는 멤버십서비스를 제공하는 주요 6개 업체를 대상으로 멤버십서비스와 관련된 경제적 혜택, 허위과장 광고 여부, 불공정 약관 내용에 대하여 분석하였다. 그리고 대학생소비자를 대상으로 멤버십서비스 이용 특성, 멤버십서비스 혜택에 대한 태도, 멤버십서비스의 혜택 및 약관 내용에 대한 인지, 멤버십서비스에 대한 만족도 및 지속적 이용의향 등에 대해 설문조사하였다. 주요 연구결과로, 첫째, 멤버십서비스의 경제적 혜택은 적립률의 경우 평균 0.5~3.2%이나 판매점, 혹은 회원 등급에 따라 적립률이 다르다. 즉, 일상적으로 소비하는 대형마트, 주유소, 백화점 및 쇼핑몰의 경우 0.1~0.5%, 가끔 이용하는 렌트카, 패밀리 레스토랑은 4~5%의 적립률을 보였다. 그리고 롯데마트에서는 구매금액별 회원등급을 나누어 0.1~1.0%의 차등 적립금이 지급되고 있었다. 둘째, 포인트 사용시 제한 조건은 소비자로 하여금 포인트 사용을 어렵게 하고 있는 것으로 나타났으며, 포인트 사용 제한 조건은 일반적으로 1,000~5,000포인트 이상부터 포인트를 사용할 수 있는 점, 1일 포인트 적립한도와 적립금 유효기간(일반적으로 2년)이 적용된다는 점이다. 셋째, OK캐쉬백의 경우 소비자가 포인트 적립 시 서비스 이용 수수료가 0.1%씩 공제되고 있는 점과 GS포인트의 경우 할인혜택 제공 시 할인금액 만큼 포인트가 차감되도록 되어 있었으나, 이를 명시하지 않고 온전히 할인혜택을 받을 수 있는 것처럼 표기하고 있어 소비자의 오인 소지가 있었다. 넷째, 약관에 멤버십서비스의 경제적 혜택에 대한 제한 사항이 포함되어 있었으며, 약관의 임의 개정, 적립률 제한, 포인트 사용 제한, 소멸시효 내용 등이 이에 해당된다. 다섯째, 대학생소비자는 멤버십서비스의 경제적, 심리적 혜택에 대해 긍정적 태도를 보인 반면, 멤버십서비스의 경제적 혜택 및 약관 내용에 대한 인지수준은 다소 낮게 나타났다. 그리고 대학생소비자의 멤버십서비스에 대한 만족도는 다소 낮게 나타났음에도 불구하고 앞으로 멤버십서비스의 지속적 이용의향은 높게 나타났다. The purpose of this study was to find consumers' economical advantages, misleading advertizing, and unfair clauses of membership services, and to find how university students thought economical and psychological advantages of membership services and how much university students knew about economical advantages and clauses of membership services. Further this study found university students' satisfaction of membership services and university students' intention of continuous use of membership services. The economic advantages and unfair clauses of top 6 membership services companies were analyzed. And 500 university students were selected, and questionnaire survey was conducted during September 23, 2013 to 27. Major findings were as follows. First, average rate of point accumulation of 6 membership service companies was found to be between 0.5~3.2%, and different according to the types of shops and consumer classes. That is, 0.1~0.5% of point accumulation rate was applied for grocery stores where consumers visit almost every day, and 4~5% was applied for car rent or nice restaurants where consumers seldom visit. In the Lotte mart, 0.1~1.0% of point accumulation rate was applied according to classes of consumers. Second, consumers could use points when accumulated points was at least 1,000~5,000, consumers could not use points after 2 years since points had been accumulated. Those results could apply when consumers use points as limitations. Third, OK Cashbag deducted 0.1% of accumulated points as a cost. GS Point use accumulated points as much as discount amount of price. GS Point, however, did tell consumers that they are giving discount advantage for members with hiding of deduction of accumulated points. Fourth, clauses included some limitations of consumer use of points. That is, companies can change clauses about accumulation rate of points, limitations of point use, use period of points etc.. Fifth, university students showed positive attitudes toward economical and psychological advantages of membership services. Whereas, they showed somewhat low level of knowledges of economical advantages and clauses of membership services. Sixth, university students showed low level of satisfaction of economical advantages from membership services. Whereas, most of them showed continuous intention to use membership services.

대학스포츠센터 서비스제공자의 매력성이 서비스품질 만족도에 미치는 영향

박진기(Jin Gi Park),엄대영(Dae Young Eum) 한국사회체육학회 2011 한국사회체육학회지 Vol.0 No.44

The objective of this study was to examine the effects of service providers` attractiveness perceived by university sports center users on the users` satisfaction with service quality and to provide basic information necessary to establish strategies for activating university sports centers. The subjects of this study were male and female adults aged over 20 who were using university sports centers in Gyeongju City currently as of 2010, and they were sampled through quota sampling, one of non-probability sampling methods. In consideration of the distribution of gender and age among the customers of two university sports centers, we surveyed a total of 320 people and, with excluding 19 questionnaires with omitted answers, used 301 questionnaires (94.1%) as a valid sample. Data were processed through multiple regression analysis, and statistical significance was tested at significance level p<.05. From the research method and data analysis as above were drawn conclusions as follows. First, satisfaction with empathy was higher when university sports center service providers` attractiveness was high in terms of sincerity of service, promised service, staff`s reliability, and staff`s appearance. Second, satisfaction with responsiveness was higher when university sports center service providers` attractiveness was high in terms of sincerity of service, promised service, and staff`s appearance. Third, satisfaction with assurance was higher when university sports center service providers` attractiveness was high in terms of sincerity of service, staff`s reliability, and staff`s appearance. Fourth, satisfaction with tangibility was higher when university sports center service providers` attractiveness was high in terms of promised service, staff`s reliability, and staff`s appearance. Fifth, satisfaction with reliability was higher when university sports center service providers` attractiveness was high in terms of sincerity of service, and promised service.

The Influence of University Sustainability Practices on Student Loyalty: An Empirical Study from Vietnam

Thuy Thanh Thi DOAN 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.10

The purpose of this paper is to examine whether service quality, student satisfaction, and university image mediate the relationship between university sustainability practices and student loyalty of the students in Ho Chi Minh City, Vietnam. To analyze the data, this study used a structural equation model to explore the relationships existing between constructs. A structured questionnaire comprising of 22 questions was used with 5 constructs. A total of 465 students from Ho Chi Minh City universities filled in the newly developed questionnaires using five points Likert scales. Consistent with the existing result, the study reveals a valuable insight on university sustainability practices toward student loyalty of the university. According to the findings, university sustainability practices have a positive direct impact on service quality, student satisfaction, university image, and student loyalty. And also service quality has a positive strong impact on student loyalty. Furthermore, service quality, student satisfaction, and university image play the mediating role in the relationship between university sustainability practices and student loyalty. Thus, the loyalty of students seems to reflect quite well from university sustainability practices, service quality, and university image. The findings indicate that universities should be more concerned about university sustainability practices, service quality, and university image in attracting student loyalty.