교육서비스품질의 HEdFERF 및 HESQAUL 모델을 활용한 지각된 가치 및 이미지 향상방안의 실증적 연구

An Empirical Study on the Perceived Value and Measures to Improve Image by Using 'HEdFERF' & 'HESQAUL' Model of Education Service Quality: Focusing on Tourism/Hotel Departments of Four-Year Course Local University

This study was conducted to verify the influence of the educational service quality recognized by the students enrolled in tourism/hotel departments on the perceived value, image, and loyalty. To do so, the students enrolled in tourism/hotel departments were selected as the subjects to participate in this study, and a survey consisting of 1000 questionnaire copies was conducted among the subjects. The questionnaire copies that either showed centralized tendencies or were insincerely answered were excluded, and 950 copies were finally selected and used in the empirical analysis. SPSS 18.0 Program was used as the measuring tool. According to the results of analysis, Initially, as a result of analyzing the influence of the educational service quality on the perceived value, it was found that the four sub-factors of the educational service quality had an influence on the emotional. Secondly, as a result of analyzing the relationship between educational service quality and department image, it was found that all the sub-factors, excluding the ‘physical environment quality’, had a positive(+) influence. On the basis of this study result, it is intended to emphasize the importance of Education Service Quality and present a consequent marketing strategy and implication.