교육서비스 품질과 서비스 가치, 고객만족, 브랜드 이미지 간의 구조적 관계 연구

The object of this paper is to investigate the effects of service quality(outcome quality, interaction quality, physical environment quality) on service value and customer satisfaction. It tries to find out the effects of service value, customer satisfaction on the perceived brand image for their university. Service quality is divided in three dimensions that are outcome quality, interaction quality and physical environment quality according to the theory of three-dimensional model of Rust and Oliver(1994) and hierarchical model of Brady and Cronin(2001). The interaction quality is comprised of reliability, responsiveness, assurance and empathy. Total of 450 copies of questionnaire are distributed to the customers of 3 private universities in Chungcheongnam-do. 395 answers are used for the analyses using SPSS 21.0, AMOS 21.0 program. The empirical results of this paper are as follow. First, outcome quality, physical environment quality and two dimensions of interaction quality(responsiveness and empathy) affect positively service value. However, two dimensions of interaction quality(reliability and assurance) do not have any positive effect on customer satisfaction. Second, outcome quality, physical environment quality and two dimensions of interaction quality(responsiveness and assurance) affect positively customer satisfaction. But two dimensions of interaction quality(reliability and empathy) do not have any positive effect on customer satisfaction. Third, service value has a significant effect on the customer satisfaction and it played as a partial mediator on the relationship between educational service quality and customer satisfaction. Fourth, service value do not have any positive effect on the perceived brand image of students for their university. Fifth, customer satisfaction has a positive effect on the perceived brand image of students for their university and it played as a mediator on the relationship between service value and brand image.