The need to introduce the marketing concept of educational service is found to seriously be required in recent college business administration. In other words, looking back on the fact that the existing student selection system has turned into the stu...
The need to introduce the marketing concept of educational service is found to seriously be required in recent college business administration. In other words, looking back on the fact that the existing student selection system has turned into the student attraction system, and market has evolved from the viewpoint that the demand and supply of products lost its balance, now colleges should pay attention to enhancement of qualitative level and satisfaction of students according to characterization and discrimination rather than devote themselves to quantitative security of new customers.
For colleges to satisfy students' needs, they need to provide various educational services to meet their desires, exert their effort to improve constant service quality, and let them improve their attachment to their schools through aggressive marketing communication activity. Since the higher recognized service quality level is, the higher customer's satisfaction and loyalty may be. this article, as a measuring method to recognized service quality, made a positive analysis by applying to the quality of educational service the 3-dimensional model based on Brady & Cronin(2001)'s interaction quality, result quality, physical environmental quality drawn on Gronroos(1984, 1988)' service quality level theory as it gets its credit recently. This study has its significance in that it can offer more managerial hints by exploring the relation with other variables through dividing it to three lev딘 without measuring generally recognized service quality.
The results positively analyzed to college students are as follows:
First, as the level affect students' satisfaction among service quality level, interaction quality and result quality were indicated to be important and physical environmental quality was not significant.
Second, there is difference as a result of analyzing the effect of service quality level on customer's satisfaction by college characteristic(type, major). In other words, in case of a two-year system, result quality was indicated to be more significant, and in case of a four-year system, interaction quality was more important. Also in difference by major, both the science course and the literary course were influenced in the priority order of interaction quality, result quality, physical environmental quality.
Third, as a result of analyzing the influential difference of service quality level on customer's satisfaction by college characteristic(sex, grade), interaction quality was indicated to be the most significant, and result quality was the next. Physical environmental quality was excluded. In looking at difference by grade, in case of senior, only result quality had a significant effect, and in case of lower grades, the effect of interaction quality was big, which tells us that discriminated service quality by grade is required.
Finally, recognized service quality has an effect on customer's loyalty through general customer's satisfaction. Therefore, it hints that consolidation of recognized service quality can enhance customer's loyalty through customer's satisfaction.
The limits and future research directions of this study are as follows:
First, in picking up samples, the study sampled the students of one two-year and four-year colleges respectively in Seoul, and in drawing out subject schools and final respondents, it voluntarily sampled them, so it is limited for the result to be applied to all colleges. Also, in the present many differences between colleges, there is a limit in generalizing the research results.
Second, this study is the result limited to only college students, so it has a limit to grasp material educational service quality of colleges having many a customer class.
Third, what are pointed out as limits are the aspects that it measures relative significance between components of educational service quality in an indirect method using standard route coefficient, and it indicates the difference of relative influence by comparing route coefficients.
Fourth, this study was conducted on fact that relative significance to customer satisfaction between quality level of college education service can be vary by college characteristic(type, major line), student characteristic(sex, grade), but in other service categories than colleges, relative significance between level of three qualities can be different from this study finding. Thus, generalizing this study result to all service categories may bring up unreasonableness.
Fifth, as a basic characteristic of service quality, the need of vertical research. In other words, service quality has been maintained and improved by the steady effort of an organization, but it will have a limit to measure effort for improving college service quality only with horizontal research.
Sixth, the study has not conducted more detailed and positive research by diversifying viewpoints to satisfaction and loyalty.
Thus, in the future researches, an inclusive research to cover more various customer class may elevate credibility and validity to the assessment model of educational service quality, and produce a strategic indication to provide more competitive educational service through grasp of merits and demerits of educational services and comparative analysis between colleges. Also conducting vertical search to measure service quality using qualitative and quantitative methods will be able to elicit significant results on an individual level of service provider, and relation of organizational level variable and customer's satisfaction.
The field practically concerned in relation with service quality will be the inquiry into customer's loyalty. Thus it will be interesting to explore decisive variables to influence customer's loyalty in addition to service quality and customer's loyalty(Lee, Moon Gyu, 1999), and whether it is divided to levels of pseudo-loyalty and real loyalty. According to Lee, Yoo-jae, Ra, Seon-A(2002), loyal customers are said to show asymmetrical responses in the formation of inconsistency, satisfaction, coordinated expectation, re-purchase intention compared to non-loyal customers. This study will provide useful hints in making a discriminative management in service failure and recovery according to service failure and recovery.