A STUDY ON THE EDUCATIONAL SERVICE QUALITY OF MONGOLIAN UNIVERSITIES USING KANO MODEL AND PCSI INDEX = Kano 모델과 잠재적 고객만족 개선지수(PCSI index)를 활용한 몽골 대학들의 교육 서비스 품질에 관한 연구

국문 초록 (Abstract)

Kano 모델과 잠재적 고객만족 개선지수(PCSI index)를 활용한 몽골 대학들의 교육 서비스 품질에 관한 연구

국문 초록
최근 몇 년 동안 우리 세계는 전 세계적으로 영향을 미치는 심각한 정치적, 사회적, 기술적 변화를 겪었다. 이러한 변화는 사회 구조를 재편하고 개인의 삶에 깊은 영향을 미쳐 수요와 요구의 지형을 변화시켰다. 결과적으로 이러한 요구 사항을 인식하고 해결하는 방법이 크게 발전했다. 따라서 이러한 역동적인 변화에 맞춰 교육 서비스를 이해하는 새로운 관점이 필요하다.
본 연구의 목적은 몽골 대학의 교육 서비스에 대한 고객 만족도 수준을 평가하는 것이다. 그체적으로 교육 서비스 품질에 대한 고객 만족도를 정의하고, 개선을 위한 주요 서비스 품질 특성을 식별하고, 교육 서비스 품질 개선을 위한 전략적 프레임워크를 제안하는 것이 포함된다. 잠재적 고객만족 개선지수(PCSI index)는 제안된 전략 템플릿을 알리고 Kano, Timko 및 SERVQUAL과 같은 기존 모델의 통찰력을 활용했다.
본 연구에서는 몽골 대학 학부 학생들을 대상으로 실시한 설문조사를 통해 Kano와 Timko 모델을 사용하였다. 설문지는 SERVQUAL 모델을 기반으로 품질 속성을 분류하고 잠재적 고객만족 개선지수를 계산하는 것을 목표로 했다. 또한 PCSI는 Kano 모델에서 식별된 속성을 사용하여 개선 가능성을 평가하였다. PCSI 지수는 서비스 기능이 완전히 충족되었을 때 서비스 기능이 고객 만족도를 얼마나 향상시킬 수 있는지를 측정하였다.
본 연구에는 114명 이상의 학부생이 참여했다. 현재 학생들의 교육서비스 질에 대한 만족도를 측정한 결과는 다음과 같다. 가장 만족스러운 특성은 '대학교재자원 활용 준비도' 0.83이었고, 가장 불만족스러운 특성은 대학 캠퍼스의 청결도(-0.81)였다. 잠재적 고객만족 개선지수에 따르면, 학생 만족도 향상에 가장 유의미한 잠재력을 지닌 캐릭터는 '대학인증 자격'으로 나타났다. 따라서 대학은 서비스 개선을 위해 학생 만족도 개선지수를 기반으로 향후 실행 전략을 수립할 것을 제안한다.
본 연구는 계산된 PCSI 지수 결과를 바탕으로몽골 대학 내 학생 만족도를 향상시키는데 필요한 통찰력을 제공하였다. 본 연구에서 소개된 PCSI 지수는 교육 서비스 내에서 고객 만족도를 향상시키는 강력한 도구일 뿐만 아니라 다양한 분야에 걸쳐 서비스 품질을 분석하고 향상시키는 더 폭넓은 적용 가능성을 제시하였다.

핵심 주제어: 서비스 품질, 고객만족, SERVQUAL 모델, Kano 모델, Timko 모델, 잠재적 고객만족 개선지수

다국어 초록 (Multilingual Abstract)

ABSTRACT
In recent years, our world has undergone profound political, social, and technological shifts that resonate on a global scale. These transformations have reshaped the fabric of societies and exerted a profound influence on individual lives, altering the landscape of demands and needs. Consequently, how these needs are recognized and addressed has evolved significantly. As a result, there is an imperative for a fresh perspective in comprehending educational services to align with these dynamic changes.
The purpose of this research is to assess the level of customer satisfaction within Mongolian higher educational services. This involves defining the current degree of satisfaction, identifying key quality characteristics for enhancement, and proposing a strategic framework for improving customer satisfaction. The Potential Customer Satisfaction Improvement Index (PCSI index) will inform the proposed strategy template and leverage insights from established models such as Kano, Timko, and SERVQUAL.
The Kano and Timko models were employed in this study through a questionnaire survey conducted among students in Mongolian national universities. The questionnaire aimed to classify quality attributes based on the SERVQUAL model and calculate the Potential Customer Satisfaction Improvement Index. Additionally, the PCSI assesses improvement possibilities using the attributes identified by the Kano model. The PCSI index measures how much a service feature can enhance the degree of customer satisfaction when the feature is completely fulfilled.
More than 114 graduate students participated in this study. The following results were obtained when measuring students' current level of satisfaction regarding the quality of educational services. The most satisfactory characteristic was 'Readiness for use of university teaching material resources ' 0.83, while the most unsatisfactory was Cleanliness of the university campus ' (-0.81). According to the potential customer satisfaction improvement index, the character with the most significant potential to increase student satisfaction was 'University accreditation status’. Therefore, the university needs to revise its future implementation strategy based on the PCSI student satisfaction index to improve its services.
Based on the calculated PCSI results, our research provides valuable insights for enhancing student satisfaction within Mongolian national universities. The PCSI index, introduced in this study, not only serves as a powerful tool for improving customer satisfaction within educational services but also holds broader applicability for analyzing and enhancing service quality across various sectors.

목차 (Table of Contents)

• I. INTRODUCTION 1
• 1.1. Background of Research 1
• 1.2. Objectives of Research 4
• 1.3. Research Design . 6
• II. LITERATURE REVIEW 8
• 2.1. Quality of Educational Service 8
• 2.1.1. Concept of Educational Service Quality 9
• 2.1.2. Characteristics of Educational Service Quality 16
• 2.2. Quality Evaluation of Educational Service 20
• 2.2.1. Factors for Measuring the Quality of Educational Services 23
• 2.2.2. Components of Educational Service Quality 25
• 2.2.3. Strategy of Educational Service Quality 28
• III. RESEARCH METHODOLOGY 33
• 3.1. Phase 1: SERVQUAL Model 33
• 3.2. Phase 2: Kano Model 39
• 3.3. Phase 3: Timko Model 46
• 3.4. Phase 4: Potential Customer Satisfaction Improvement Index (PCSI index) 49
• IV. EMPIRICAL STUDY 58
• 4.1. Phase 1: SERVQUAL Model 59
• 4.2. Phase 2: Kano Model 67
• 4.3. Phase 3: Timko Model 73
• 4.4. Phase 4: PCSI Index 80
• 4.5. Suggestions 87
• V. CONCLUSIONS AND RECOMMENDATIONS 93
• 5.1. Conclusions 94
• 5.2. Recommendations 97
• 5.3. Limitations of the Research 99
• REFERENCES 100
• ABSTRACT 116
• APPENDIX 120

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