SERVQUAL 모형을이용한대학행정서비스질탐색과영향요인

Influential Factors and Research of Quality of College Administrative Services Using SERVQUAL Modeling

The purpose of this study was to analyze influential factors and research of quality of college administrative services utilizing SERVQUAL modeling. In this context, a questionnaire was conducted for professors, college staffs, and students from national and public and private 4 years university and technical colleges, located in Daegu and Kyoungbuk area. A pre-survey was conducted in May 2004, and actual survey in June 2004. A regression analysis was used for the empirical analysis, based on the surveyed data. The results of analysis showed that the factor of quality of college administrative services affected customer satisfaction, college image. It was also identified that factors of customer satisfaction and college image affected mouth-to-mouth publicity and that the most affected variable for mouth-to-mouth publicity was college image. However, customer satisfaction of student group was not important for mouth-to-mouth publicity. It was found that there were significant difference between sub-variables in terms of college types, and thus it is necessary to make different strategies for the different types of college, reflecting those differences of influential factors.