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대학의 서비스품질이 대학애호행동의도에 미치는 영향에 관한 연구
김상조 ( Kim Sang-jo ),정선미 ( Jung Seon-mi ) 동의대학교 경제경영전략연구소 2013 經濟經營硏究 Vol.8 No.1
As Nationalism has been replaced by Regionalism and Globlism in the world at the turn of the century, universities have been forced to go with the new current of the opening of education market. With the market opening, universities`quantitative expansion and a decrease in the school-aged population are bring about a new social problem of the universities`financial pressure caused by student shortages. Especially the shortages in the universities out of the capital highly depending on tuition are threatening their existence. Struggling for survival, they are desperately attempting to change their services to focus on students rather then education. In this context, this study aims to provide useful implications for the university management by analyzing the relations among university service quality, student satisfaction, and the purpose of preference behavior. In the study model of the university service quality subdivided into education, administration, and welfare. The three factors of university service quality, based on the reliability and validity analysis, produced the components of reliability, empathy, responsiveness, convenience, tangibles, and assurance. The analysis on the components proved that both student satisfaction and the purpose of preference behavior have mutual positive effects. It is significant that the result of the analysis helps seek STP marketing strategy for the university competitiveness. In other words, the first step to increase the competitiveness is to subdivide the university education market, in which the target market can be selected considering a university`s own strengths and weaknesses. After that a strategy should be established for the education service focusing on the customers in the target market.