재래시장 상인교육 서비스 품질과 상인의 교육만족, 고객지향성의 관계 = Relationship among Service Quality of Merchant Education in Conventional Market, Education Satisfaction and Customer Orientation

다국어 초록 (Multilingual Abstract)

The conventional market has functioned the exchange and the deal for products as a core center of the product marketing including agricultural and marine ones and has played a big role as a marketing place by exchanging information for local residents. But since 1980s, the conventional market has been declining not taken new change with the old system because of rapid change of marketing circumstances.
After government recognized the importance of conventional market in 1995, our government supported conventional market through the special law. These kind of government's support write down in two aspects.
One is facilities modernization in hardware aspect, and the other is management modernization in software aspect.
Merchant education in conventional market is very important in management modernization aspect. merchant education is that is in introduction stage and this is not studied a lot to understand.
So, this study examined relationship among service quality of merchant education in conventional market, education satisfaction and customer orientation. And service quality in merchant education are classified into five new division : education environment, professor quality, lecture quality, education administration, student consideration.
The samples collected using merchant survey were 250. Among Them, 215 samples were used in the statistical analysis.
To ensure the scales intended to measure the variables are both valid and reliable, factor analysis and Cronbach's alpha test were carried out. Items that did not load at 0.60 or above on any factor or items with thigh cross-loadings were deleted.
The primary method of statistical analysis to test the hypotheses was ANOVA, t-test, Regression Analysis using SPSSWIN 12.0K.
The result of this study are as follows:

First, education satisfaction are positive influenced by student consideration, education environment, professor quality, lecture quality in following.
Second, customer orientation are positive influenced by education satisfaction.
Third, female, older and low income merchant is higher education satisfaction.
The research results could help provide a better education service to a greater education satisfaction.

목차 (Table of Contents)

• I. 서 론 = 1
• 1. 연구배경 및 목적 = 1
• 2. 연구방법 및 구성 = 2
• II. 이론적 고찰 = 3
• 제1절. 재래시장 활성화와 상인교육 = 3
• 1. 재래시장의 개념 = 3
• 2. 재래시장 활성화의 필요성 = 4
• 3. 재래시장 활성화 지원책 = 7
• 4. 재래시장 상인교육 = 10
• 제2절. 상인교육 서비스 품질 = 15
• 1. 서비스 품질의 정의 및 특성 = 15
• 2. 서비스 품질의 구성요인 = 17
• 3. 서비스 품질의 측정방법 = 20
• 4. 상인교육 서비스 품질 구성요인과 측정척도 = 24
• 제3절. 교육만족 = 27
• 1. 고객만족의 개념 = 27
• 2. 교육만족의 개념과 영향요인 = 29
• 제4절. 고객지향성 = 34
• 1. 고객지향성의 개념 = 34
• 2. 고객지향성의 접근방법 = 36
• 제5절. 교육 서비스 품질, 교육만족, 고객지향성의 관계 = 40
• 1. 교육 서비스 품질과 교육만족의 관계 = 40
• 2. 교육만족과 고객지향성의 관계 = 41
• III. 실증연구의 설계 = 44
• 1. 연구모형 = 44
• 2. 가설설정 = 45
• 1) 상인교육 서비스 품질과 교육만족의 관계에 대한 가설 (H1) = 45
• 2) 교육만족과 고객지향성과의 관계에 대한 가설 (H2) = 46
• 3. 변수의 조작적 정의 = 47
• 4. 조사 및 분석 방법 = 50
• 1) 예비조사와 본조사 = 50
• 2) 설문지의 구성 = 51
• 3) 자료분석 방법 = 51
• IV. 분석결과 = 52
• 1. 표본의 일반적 특성 = 52
• 2. 척도의 타당성 및 신뢰성 검정 = 53
• 3. 가설의 검정 및 결과 해석 = 57
• 1) 교육만족에 대한 교육 서비스 품질 변수의 회귀분석 (가설1) = 57
• 2) 고객지향성에 대한 교육만족 변수의 회귀분석 (가설2)= 58
• 3) 상인의 인구통계적 특성에 따른 교육만족도 차이분석 (추가분석) = 60
• V. 결 론 = 63
• 1. 연구요약 및 시사점 = 63
• 2. 연구의 한계점 및 향후 연구방향 = 65
• <참고문헌> = 66
• <영문초록> = 74
• <설 문 지> = 76