대학 서비스 만족이 대학고객 시민행동에 미치는 영향

The As the higher education market becomes more competitive, universities consider theirstudents as customers. This research shows the quality of student's life is an importantvariable which mediate the effect of satisfaction with the university service on the universitycustomer citizenship behaviors. To make the research model, satisfaction with universityservices is categorized into satisfaction with learning, satisfaction with preparing for job,satisfaction with social interaction. and quality of student's life is composed with thesatisfaction with student's life and the happiness in student's life, and WOM and donationintention are considered as citizenship behaviors of university's customers. This empiricalresearch show that the satisfaction with student's life is affected by satisfaction with learning,satisfaction with preparing for job and satisfaction with social interaction but the happiness instudent's life is affected only by satisfaction with social interaction. WOM is affected by thesatisfaction with student's life and the happiness in student's life, but donation intention isonly by affected by the satisfaction with student's life. This research has theoreticalimplication in that WOM and donation intention are considered as university customer'scitizenship behaviors not as loyalty, and they are explained with the social exchange theory. This research has also managerial implication in that this research emphasized the satisfactionwith social interaction to increase the satisfaction with student's life.