대학교육서비스에 대한 공정성 인식이 관계품질과 고객의 자발적 행위에 미치는 영향

다국어 초록 (Multilingual Abstract)

This paper examines college students’ perception of justice in education services and their consequent attitude and voluntary behavior. For this purpose, three types of customers’ perceived service justices bosh in core service and supporting services are proposed to affect customer satisfaction and relationship quality variables and consequently to influence customer voluntary behaviors. This study, which used data from undergraduate students of one four-year college, showed satisfactory data-fit of the proposed model and supported four of the five research hypotheses. The empirical results indicated that most of service justices in both service areas take significant effect on customer satisfaction and relationship quality, and the satisfaction and relationship quality in turn have strong influence on customers’ voluntary behaviors. It was confirmed that both satisfaction and relationship quality variables are effective mediators linking customers’ perceived service justices and their voluntary behavior.