교육서비스품질이 관계품질 및 고객애호도에 미치는 영향과학교급의 조절효과

The purpose of this study is to identify the causal relationship among educational servicequality, relationship quality, and customer loyalty and to verify the moderating effacts of shchoolgrade, and then to provide the strategic implications of relationship marketing for university. Thisstudy found that educational service quality could be categorized by 4 dimensions such aseducation activity, public administration service, educational environment, and outcome quality. The result of the study are as follows: First, educational service quality affected customerloyalty as having mediating effects relationship quality. Second, four dimensions of educationalservice quality were identified to affect satisfaction and to affect trust and commitment limitedly. Third, satisfaction affected trust and commitment, and trust affected commitment. Fourth, threedimensions of relationship quality were identified to affect customer loyalty. Fifth, the mutualrelationship between educational service quality and relationship quality were shown as havingmoderating effects in the shchool-grade limitedly. Education activity and outcome quality wereparticularly important between the shchool-grade.