An Exploratory Study on the Service Quality of University Administration : A Comparative Study

대학행정 서비스품질 차이에 관한 탐색적 연구 -대학규모별 비교연구-

This study investigated four universities in Busan and compared each other about the dimensions of service qality and relevant concepts. For empirical study, 288 respondents re sampled and six hypotheses are analyzed by using regression analysis and ANOVA. A survey was conducted with four university's students to see if there were significant differences in their perception(expectation, performance, perceived service quality, customer satisfaction, intention of repurchase) of a university administration service quality. The principal findings of this study are as follows: (1) A comparison of universities in terms of their expectations about university administration service revealed no differences, but performance revealed differences in specialization and reliability. (2) All of service dimensions, tangibles, reliability and specialization had significant impact on overall service quality. Specialization had the most significant impact on overall service Quality in A and D university, but tangibles had the most significant impact in B university. (3) Overall service Quality has a significant positive effect on customer satisfaction, but the degree of effect is different from each other. (4) Customer satisfaction has a significant positive effect on intention of repurchase, but the degree of effect is different from each other. In conclusion this study, however has a limitation about questionnaire, offers some strategic directions for developing the specific marketing strategies of university.