대학 서비스품질이 대학 재학에 관한 행동의도에 미치는 영향 = The Effect of University Service Quality on Behavior Intention on University Enrollment

국문 초록 (Abstract)

최근 국내대학은 4차 산업혁명과 학령인구의 급속한 감소로 인해 대학 간 경쟁이 더욱 치열해지고 있다. 이로 인해대학은 공급자 중심 사고에서 수요자 중심 사고로 변화하면서 대학 경쟁력 제고를 위해 대학 서비스품질 향상에 많은 노력을 기울이고 있다. 이렇듯 대학 서비스품질의 중요성이 높아지고 있음에도 불구하고 서비스품질에 관한 연구는 기업관련 연구가 주를 이루고 있으며 대학 교육환경에서의 서비스품질에 관한 연구는 부족한 실정이다. 따라서 본 연구에서는 대학의 서비스품질, 신뢰, 명성, 재학 행동의도 간의 영향관계를 살펴보고자 한다. 본 연구의 결과는 다음과 같다. 첫째, 대학의 서비스품질 중 유형성, 확신성, 공감성은 대학의 신뢰에 정(+)의 영향을 미치는 것으로 나타났으나, 신뢰성은대학의 신뢰에 유의한 영향을 미치지 않는 것으로 나타났다. 둘째, 대학의 서비스품질 중 유형성, 신뢰성, 공감성은 대학의 명성에 정(+)의 영향을 미치는 것으로 나타났으나, 확신성은 대학의 명성에 유의한 영향을 미치지 않는 것으로 나타났다. 셋째, 대학의 신뢰는 재학 행동의도에 정(+)의 영향을 미치는 것으로 나타났다. 넷째, 대학의 명성은 재학 행동의도에 정(+)의 영향을 미치는 것으로 나타났다. 위의 연구결과를 통해 본 연구는 대학 서비스품질 향상을 위한 구체적인방안을 제시하고, 대학 운영에 있어 학생들의 다양한 학습요구와 교육환경의 변화에 대한 차별화된 전략을 수립하고자한다.

다국어 초록 (Multilingual Abstract)

Recently, domestic universities have become more competitive among universities due to the Fourth Industrial Revolution and the rapid decline of population. As a result, universities are making great efforts to improve university service quality to enhance university competitiveness as they change from supplier-centered thinking to consumer-centered thinking. Despite the increasing importance of university service quality, research on service quality is mainly focused on companies, and research on service quality in the university education environment is insufficient. Therefore, this study aims to examine the influence relationship between university service quality, trust, reputation, and behavior intention. The results of this study are as follows. First, among the service quality of university, tangibility, assurance, and empathy were found to have a positive (+) effect on the trust of the university, but reliability was found to have no significant effect on the trust of the university. Second, among the service quality of university, tangibility, reliability, and empathy were found to have a positive (+) effect on the reputation of the university, but assurance was found to have no significant effect on the reputation of the university. Third, it was found that the trust of the university had a positive (+) effect on the behavior intention. Fourth, it was found that the university's reputation had a positive (+) effect on the behavior intention. Through the above research results, this study aims to derive an effective management plan for university service quality and to present a plan for establishing a differentiated operating strategy for universities that can respond to students' learning needs and changes in the times in the rapidly changing university education environment.

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