교육품질이 학교 브랜드 이미지에 미치는 영향 = Effects of Education Quality to School Brand Image

다국어 초록 (Multilingual Abstract)

This study tried to survey empirically to identify the major factors which had influenced to the school brand image, in the context that the school brand image is a dual scale of the education quality. In this study, the quality of education is divided into two sub-factors, in view of the dimension of software and hardware, such as quality of education service and quality of education environment. Then indicators of school brand image had been extracted to test the relationship with the education quality. Also, in this study, in order to test the relationship among latent variables such as the factors suggested above. structural equation modelling is adapted. It is very rational and valid to analyze the relationship among latent variables in order to maintain the analysis level of constructed concepts.
For empirical survey, 413 responds of 17 schools in Pohang region, were collected and then analyzed by using AMOS, which had a good reputation of usefulness and convenience.
Concludingly, the quality of education service was more important and effective factor to the school brand image in the upper group, so called distinguished schools. In the other hands, the quality of education environment was more important than that of education service in the lower group, so called undistinguished schools. From these results, a plan for the high school in Pohang region to establish the school brand image could be formulated.

국문 초록 (Abstract)

본 연구는 학교브랜드 이미지가 학교교육품질의 쌍대척도라는 관점에서, 학교브랜드 이미지를 결정하는 요소를 파악하는데 초점을 두었다. 즉, 교육부문에서 무한경쟁이 시작되는 시점에서 학교브랜드 이미지에 교육품질이 미치는 영향을 평가하는 실증연구를 시도하였다. 우선, 본 연구에서는 교육품질을 소프트웨어부문인 교육서비스품질과 하드웨어인 교육환경품질로 나누고 이들의 구성요소를 도출하고 학교브랜드이미지를 구성하는 요소들을 규정하였다. 이들 3가지 잠재변인들 간의 영향관계를 분석하기 위해 구조방정식모형을 이용하였다.
실증분석을 위해 포항지역 17개 학교의 학생들을 대상으로 설문조사를 실시하여 413부의 응답을 수집한 다음 AMOS를 이용하여 분석하였다. 분석결과, 소위 명문고인 상위집단에서는 교육서비스 품질이 학교브랜드 이미지를 결정하는 중요한 요소인 반면에, 하위집단인 비명문고에서는 교육환경품질이 더 큰 영향을 미치는 것으로 나타났다. 이는 학교에서 브랜드 이미지를 높이는 방안을 제시하고 있는 것으로 평가된다.

참고문헌 (Reference)

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