지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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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 <H3> and <H6>. 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 have differing effects on satisfaction. In particular, benevolence is found to be the most important factor. This study provides university managers with the following managerial implications. In order to increase the satisfaction of the students, university managers should focus on the faculty's competence and benevolence. Also, it is important that university managers take a relationship approach to maximize WOM effect.
목차
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참고문헌 (26)
참고문헌 신청
[학술지(정기간행
Abdullah, F. / 2006 / The development of HEdPERF : A new measuring instrument of service quality for the higher education sector / International Journal of Consumer Studies 3
Alexandrov, A. / 2013 / The effects of social-and self-motives on the intentions to share positive and negative word-of-mouth / Journal of Academy Marketing Science 4 (5) : 5
Anderson, E. / 1992 / The use of pledges to build and sustain commitment in distribution channels / Journal of Marketing Research 29 (1) : 18 ~ 34
Anderson, J. C. / 1988 / Structural equation modeling in practice : A review and recommended two-step approach / Psychological Bulletin 103 (3) : 411 ~ 423
Abdullah, F. / 2006 / The development of HEdPERF : A new measuring instrument of service quality for the higher education sector / International Journal of Consumer Studies 3
Alexandrov, A. / 2013 / The effects of social-and self-motives on the intentions to share positive and negative word-of-mouth / Journal of Academy Marketing Science 4 (5) : 5
Anderson, E. / 1992 / The use of pledges to build and sustain commitment in distribution channels / Journal of Marketing Research 29 (1) : 18 ~ 34
Anderson, J. C. / 1988 / Structural equation modeling in practice : A review and recommended two-step approach / Psychological Bulletin 103 (3) : 411 ~ 423
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