교육 서비스 품질과 사회적 책임 활동이 학부모 만족과 학원 이미지에 미치는 영향: 학부모의 사회적 책임 의식의 조절 효과

This study investigates the effect of educational service quality and social responsibility activity of private educational institute on parental satisfaction and the impression of private educational institute. In addition, this study examines the effect of parents’ social responsibility consciousness on parental satisfaction as a moderator variable. Compared to the previous studies that focus on the firms, this study investigates the private educational institutes and cram schools for sports. The sample private educational institutes are located primarily in Daegu city. The results of the study are as follows. First, the educational service quality and social responsibility activity of private educational institute have a positively significant effect on parental satisfaction and the impression of private educational institute. Second, parental satisfaction for the private educational institute has a positively significant effect on the impression of private educational institute. Third, the parents' social responsibility consciousness shows a significant moderation effect on (1) the relationship between educational service quality of private educational institute and parental satisfaction and (2) the relationship between social responsibility activity of private educational institute and parental satisfaction. According to the results of the study, managers in private educational institutes have to recognize the responsibility as an educational sector, improve the educational service quality and concentrate resources and capabilities on social responsibility activities.