서비스 유통 관점에서 교수 신뢰성이 관계적 요인에 미치는 영향

• 영문명: The Effects of Faculty Trustworthiness on Relational Factors: From the Service Distribution Perspective
• 발행기관: 한국유통과학회
• 저자명: 조현진(HyunJin Cho)
• 간행물 정보: 『유통과학연구(JDS)』제15권 제3호, 81~89쪽, 전체 9쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.03.31

영문 초록

Purpose - Universities are fostering the development of closer relationships with students due to the increase in competition among universities. Universities are placing greater emphasis on relationship quality as a source of competitive advantage. Thus relationship marketing has become an important strategic theme in higher education. The purpose of this study is to investigate the effects of faculty trustworthiness on relationship building process in the context of relationship marketing. For this study, faculty trustworthiness is divided into competence, benevolence, and integrity. And relationship development variables are composed of satisfaction, commitment, positive WOM, and negative WOM. Research design, data, and methodology – To empirically evaluate the proposed research model, this study was carried out using the survey with undergraduate students who were taking business courses. The 270 questionnaires were asked, and a total of 245 respondents provided complete and usable data. The sample consisted of 143 males(58.4%) and 102 females(41.6%). The variables of proposed model were measured on a 5-point Likert scale. The structural equation modeling analysis was used for the hypothesis test. Results - The overall fit of the model was acceptable(χ2=579.7(df=264, P=0.00), GFI=0.935, NFI=0.949, CFI=0.956, RMR=0.040). The results supported 6 hypotheses except for

and

. First, competence and benevolence were positively related to satisfaction, while integrity was not significant. A key result of the analysis was that benevolence has the strongest effect on satisfaction. Second, satisfaction had a positive impact on commitment and positive WOM but didn t significantly affect negative WOM. Third, commitment significantly enhanced positive WOM and reduced negative WOM. Conclusions - This study emphasizes the role of faculty trustworthiness based on a long-term relationship. And the findings suggest that the dimensions of faculty trustworthiness hav

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구모형 및 가설도출

4. 연구방법 및 분석결과

5. 결 론

References

키워드

Competence Benevolence Integrity Relationship Quality Word-of-Mouth