체험형 교육 서비스 품질 측정 항목에 관한 연구: 창의적 체험활동을 중심으로 = EEPERF(Experiential Education PERFormance): An Instrument for Measuring Service Quality in Experiential Education

다국어 초록 (Multilingual Abstract)

As experiential education services are growing, the need for proper management is increasing. Considering that adequate measures are an essential factor for achieving success in managing something, it is important for managers to use a proper system of metrics to measure the performance of experiential education services. However, in spite of this need, little research has been done to develop a valid and reliable set of metrics for assessing the quality of experiential education services.
The current study aims to develop a multi-item instrument for assessing the service quality of experiential education. The specific procedure is as follows. First, we generated a pool of possible metrics based on diverse literature on service quality. We elicited possiblemetric items not only from general service quality metrics such as SERVQUAL and SERVPERF but also from educational service quality metrics such as HEdPERF and PESPERF. Second, specialist teachers in the experiential education area screened the initial metrics to boost face validity. Third, we proceeded with multiple rounds of empirical validation of those metrics. Based on this processes, we refined the metrics to determine the final metrics to be used. Fourth, we examined predictive validity by checking the well-established positive relationship between each dimension of metrics and customer satisfaction. In sum, starting with the initial pool of scale items elicited from the previous literature and purifying them empirically through the surveying method, we developed a four-dimensional systemized scale to measure the superiority of experiential education and named it "Experiential Education PERFormance" (EEPERF).
Our findings indicate that students (consumers) perceive the superiority of the experiential education (EE) service in the following four dimensions: EE-empathy, EE-reliability, EE-outcome, and EE-landscape. EE-empathy is a judgment in response to the question, "How empathetically does the experiential educational service provider interact with me?" Principal measures are "How well does the service provider understand my needs?," and "How well does the service provider listen to my voice?" Next, EE-reliability is a judgment in response to the question, "How reliably does the experiential educational service provider interact with me?" Major measures are "How reliable is the schedule here?," and "How credible is the service provider?" EE-outcome is a judgmentin response to the question, "What results could I get from this experiential educational service encounter?" Representative measures are "How good is the information that I will acquire form this service encounter?," and "How useful is this service encounter in helping me develop creativity?" Finally, EE-landscape is a judgment about the physical environment. Essential measures are "How convenient is the access to the service encounter?,"and "How well managed are the facilities?" We showed the reliability and validity of the system of metrics. All four dimensions influence customer satisfaction significantly.
Practitioners may use the results in planning experiential educational service programs and evaluating each service encounter. The current study isexpected to act as a stepping-stone for future scale improvement. In this case, researchers may use the experience quality paradigm that has recently arisen.

참고문헌 (Reference)

1 김용한, "할인점 서비스 회복과정의 공정성 지각이 고객만족과 재구매 의도에 미치는 영향" 한국유통과학회 3 (3): 23-42, 2005

2 윤명길, "한국에서의 유통학문 연구 방법론에 대한 소고" 한국유통과학회 5 (5): 75-88, 2007

3 박인수, "지각된 품질이 고객가치 및 고객만족에 미치는 영향 연구" 한국유통과학회 4 (4): 65-80, 2006

4 김해룡, "온라인 교육 서비스 품질에 대한 소비자 평가측정도구의 개발" 한국경영학회 5 (5): 7-25, 2002

5 경기도교육청, "손에 잡히는 창의적 체험활동" 2010

6 김기옥, "소비생활복지, 어떻게 측정할 것인가?" 한국소비자학회 21 (21): 167-194, 2010

7 이유재, "서비스 품질의 각 차원이 CS에 미치는 상대적 영향에 대한 연구- 기존고객과 잠재고객의 비교를 중심으로-" 한국마케팅학회 18 (18): 67-97, 2003

8 이봉수, "무역학 교육 서비스 품질 측정 도구 개발" 한국무역학회 35 (35): 77-101, 2010

9 박주성, "대학교육 서비스품질 요인이 학생만족, 재입학의도 및 구전효과에 미치는 영향" 한국마케팅학회 4 (4): 3-74, 2002

10 최덕철, "대학 교육 서비스 마케팅 모형에 관한 연구" 6 (6): 339-366, 2000

11 홍금순, "교육서비스 품질의 각 차원이 고객만족과 고객충성도에 미치는 영향에 관한 연구 : 대학 교육서비스 품질을 중심으로" 명지대학교 대학원 2006

12 강계영, "교육서비스 관련 상품 판매요인에 대한 교육서비스 만족이 재등록과 구전효과에 미치는 영향" 한국유통과학회 9 (9): 15-23, 2011

13 김영순, "교육기부와 창의적 체험활동의 자리매김" 33-44, 2010

14 채연수, "교육 서비스품질의 측정에 관한 실증적 연구 : 상업계 고등학교를 중심으로" 동국대학교 대학원 1999

15 서현석, "교육 서비스 품질요인 및 고객참여행동이고객만족도에 미치는 영향" 한국교육평가학회 20 (20): 189-212, 2007

16 Pine, B.J., "Welcome to the Experience Economy" 76 (76): 97-105, 1998

17 Firdaus, A., "The development of HEdPERF: a new measuring instrument of service quality for higher education" 20 (20): 2005

18 Yildiz, S.M., "The PESPERF scale An instrument for measuring service quality in the School of Physical Education and Sports Sciences(PESS)" 17 (17): 393-415, 2009

19 장대성, "TQM 지향적 학교경영과 교육성과에 관한 중등교육기관별 비교연구" 한국경영학회 33 (33): 1135-1156, 2004

20 Mary, J.K., "Student Perceptions of College Quality" 58 : 35-47, 1987

21 Anderson, J.C., "Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach" 103 (103): 411-423, 1988

22 Grönroos, C., "Strategic Management and Marketing in the Service Sector" Swedish School of Economics and Business Administration 1982

23 Brady, M.K., "Some New Thoughts on Conceptualizing Perceived Service Quality : A Hierarchical Approach" 65 (65): 34-49, 2001

24 Bitner, M. J., "Servicescapes : The Impact of Physical Surroundings on Customers and Employees" 56 (56): 57-71, 1992

25 Parasuraman, A., "SERVQUAL : A Multiple-Item Scale Consumer Perception of Service Quality" 64 (64): 12-40, 1988

26 Parasuraman, A., "Refinement and Reassessment of the SERVQUAL Scale" 67 (67): 420-450, 1991

27 이유재, "On the evaluation of structural equation models" Springer New York 16 (16): 74-94, 198803

28 Cronin,J.J., "Measuring Service Quality : Reexamination and Extension" 56 (56): 125-131, 1992

29 Drucker, Peter, "Managing the Non-profit Organization" HarperCollins Publishers 1990

30 Darby, M.K., "Free competition and the optimal amount of fraud" 16 : 67-88, 1973

31 Lemke, F., "Customer Experience Quality: An Exploration in Business and Consumer Contexts Using Repertory Grid Technique" 07 (07): 1-24, 2010

32 Verhoef, P. C., "Customer Experience Quality : Determinants, Dynamics and Management Strategies" 85 (85): 31-41, 2009

33 Castleberry, S.B., "Consumers' Quality Evaluation Process" 8 (8): 74-82, 1993

34 Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value : A Means-end Model and Synthesis of Evidence" 52 : 2-22, 1988

35 Grönroos, C., "A Service Quality Model and Its Marketing Implications" 18 (18): 36-44, 1984

36 Churchill, G. A. Jr., "A Paradigm for Developing Better Measures of Marketing Constructs" 16 (16): 64-73, 1979

37 Hawes,J.M., "A Marketing Approach to Student Evaluation of a Department of Marketing" 30-45, 1983