교육서비스품질, 학생만족, 관계품질, 그리고 행동의도의 구조적 관계에 대한 실증적 연구

Abstract

This study analyzes the structural relationship among Education Service Quality, Student Satisfaction, Relation Quality, and Behavior Intention of the Self-Supporting Private High Schools based on the actual data. Above all, I have read previously published books and articles about these research items to gain knowledge of their theoretical background and then conducted a sample survey of the students studying in these types of schools, the final result of which is expected to offer more concrete evidence of their conceptual models. To analyze the data collected from the student survey, I have adopted SAS 9.1, one of the most widely used statistics programs in the areas of social sciences. Also I have adopted AMOS 4.0, another statistics program, for comprehending research models. I have also set up study models and hypothesis with reference to the previous research results and have verified them, which have been concluded as follows: 1. According to the test results of Education Service Quality and Student Satisfaction, the Circumstantial Indexes and Input Indexes of Education Service Quality have a meaningful effect on the degree of Student Satisfaction. However, the Participative Indexes do not contribute to heightening the level of Student Satisfaction. 2. According to the estimated results of the of Education Service Qualities and Relations Qualities, the Circumstantial and Participative Indexes of Education Service Quality do not affect the numerical change of the latter part. The Participative Indexes of Education Service Quality have turned out to influence the Student Satisfaction largely. 3. According to the estimated results of Student Satisfaction and Relation Quality, the former part has a close influence upon the latter part. These conclusions mean that The Education Service Quality influences Student Satisfaction directly and also influences it indirectly through Relation Quality. Therefore, in terms of relationship marketing, if students, consumers of education service, are satisfied with its Education Service Quality, the relationship between students and school can be improved. 4. According to the estimated results of Student Satisfaction, Relation Quality, and Behavior intention, Relation Quality is possibly related to Behavior Intention to a certain extent, while Student Satisfaction is not linked to Behavior Intention. Also, I have investigated statistically how much the test results of Relation Quality and Behavior Intention change according to newly admitted students’ motivations for school application, which shows that, whether they decide by themselves or are recommended by their parents and teachers, its effect on Relations Quality and Behavior Intention is only a little, almost meaningless. As a result, it seems like separate management programs for various student types need not be developed. To be more effective in the administration methods of the Self-Supporting Private High Schools, the Education Service Quality must be advanced as the most critical success factor in the competition with regular schools