입시 체육학원의 선택속성, 교육서비스 품질, 추천 의도의 관계 : 성별의 조절효과

Abstract

The purpose of this study was to investigate the relationship between the selection attributes of physical education academies, educational service quality, and recommendation intention of physical education college candidates, and to identify the role of gender as a modulating variable in this relationship. To achieve this purpose, frequency analysis, reliability analysis, correlation analysis, structural equation model verification, and moderating effect analysis were performed using SPSS and AMOS programs, and the following results were found. First, among the selection attributes, leader, external environment, accessibility, counseling, and cost were found to have a significant influence on all sub-factors of education service quality. Second, it was found that among the education service quality, instructor･staff quality and operation quality had a significant effect on recommendation intention. Third, it was found that gender has a moderating effect on the influence of internal environment, external environment, accessibility, cost, and relationship factors on the quality of education service. In addition, there was a moderating effect in the relationship between instructor･staff quality and recommendation intention. Based on these results, it was necessary to conduct continuous research on physical education college candidates and marketing strategies according to gender, consumption tendency, and individual characteristics.