인터넷기반 대학행정 서비스에 대한 고객만족도 조사 연구
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목 차
Ⅰ. 서론
1. 연구의 필요성 및 목적 ···································································· 1
2. 연구 내용 ························································································ 3
3. 연구 문제 ··························································································· 5
Ⅱ. 이론적 배경
1. 대학행정의 인터넷 서비스 ···································································· 6
2. 대학의 인터넷 마케팅 ·········································································· 11
3. 대학행정서비스 품질 평가 ······························································· 21
4. 선행연구 분석 ················································································· 30
Ⅲ. 연구방법
1. 연구 모형 ························································································ 33
2. 조사대상 및 응답자 특성 ···································································· 34
3. 변수선정 및 척도 구성 ····································································· 35
Ⅳ. 연구결과 및 해석
1. 응답자 특성에 따른 인터넷 학사행정 서비스와 서비스 품질 분석 ········ 37
2. 인터넷 대학행정서비스 품질이 만족도와 재이용의사에 미치는 영향 ······ 46
3. 인터넷 대학행정 콘텐츠가 만족도와 재이용의사에 미치는 영향 ·············· 48
Ⅴ. 요약 및 결론
1. 요약 및 결론 ························································································ 51
2. 제언 ································································································· 52
참고문헌 ········································································································ 54
설문지 ·········································································································· 58
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표 목 차
<표 1> 학생 및 교수 대상 정보서비스 ···························································8
<표 2> 교무 및 학사 행정정보 시스템 운영 시작 시기(적용년도) ···················9
<표 3> 대학행정서비스 업무 분류표 ······························································10
<표 4> 대학행정서비스의 서비스 형태별 분류 ················································11
<표 5> 전통적 마케팅과 인터넷 마케팅의 차이점 ···········································16
<표 6> 전통적 마케팅과 인터넷 마케팅 환경 ·················································16
<표 7> 전통적 마케팅과 인터넷 마케팅의 성공요소 ·······································17
<표 8> 전통적 마케팅과 인터넷 마케팅의 기업 내에서의 위상 ·······················17
<표 9> 전통적 마케팅과 인터넷 마케팅의 고객에 대한 관점 ··························18
<표 10> 서비스 품질의 결정요인(10개의 구성차원) ·······································23
<표 11> SERVQUAL 항목간의 교차도 ························································24
<표 12> 인터넷 서비스 품질 관련 연구 ························································29
<표 13> 응답자의 인구통계학적 특성 ·····························································35
<표 14> 인터넷 대학행정서비스 품질 측정을 위한 구성차원 및 측정항목 ······36
<표 15> 응답자의 인터넷과 학사행정서비스 이용 관련 특성 ··························38
<표 16> 인터넷 대학행정서비스 변인들의 평균, 표준편차, 신뢰도 계수 ·········39
<표 17> 성별에 따른 인터넷 행정서비스와 서비스 품질의 t-검증 ··················40
<표 18> 학년별 인터넷 행정서비스와 서비스 품질의 분산분석 ······················41
<표 19> 전공계열별 인터넷 행정서비스와 서비스 품질의 분산분석 ················42
<표 20> 일평균 인터넷 사용시간별 인터넷 행정서비스와 서비스 품질의 분산분석 ··43
<표 21> 홈페이지 접속횟수별 인터넷 행정서비스와 서비스 품질 분산분석 ········44
<표 22> 콘텐츠 이용별 인터넷 행정서비스와 서비스 품질 분산분석 ················45
<표 23> 만족도와 서비스 품질 간의 평균, 표준편차, 상관분석 ·················46
<표 24> 재이용의사와 서비스 품질 간의 평균, 표준편차, 상관분석 ···········47
<표 25> 인터넷 대학행정 콘텐츠의 만족도에 대한 평균과 표준편차 ··········49
<표 26> 만족도 및 재이용의사와 콘텐츠간의 상관분석 ························50
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그림목차
[그림 1] 연구 흐름도 ·················································································· 4
[그림 2] Gronroos의 서비스 품질 모델 ······················································ 21
[그림 3] 연구모형 ······················································································ 33
