ABSTRACT

The relation between the quality of education service and student''s satisfaction in Aerial Service : a study based on Kano;s Model

Lee Soomi

Tourism management
The Graduate School of Tourism
Sejong University

This study was conducted with the aim to analyze the needs of educations consumers by investigating how the students in the department of air service recognize the education service factors in terms of category using Kano’s dualistic service quality theory; suggest, based on the findings, the directions towards education service management for providing educations services, and further determine the effect of education quality factors on students satisfaction.
To achieve the purpose of this study, the author has derived education service factors through literature analysis, finally selected 22 quality factors needed for evaluating education service quality, conducted a questionnaire survey with the first and second grade students of the Department of Air Service in I University that has the longest history and a good reputation in Oct 2015 as part of empirical research. More specifically, the author distributed questionnaires to students, explained the guidelines to how to reply to answer positive and negative questions in Kano Model, and collected the answered questionnaires on the spot. A total of 400 self-administered questionnaires were distributed and 380 questionnaires were collected. Of them, 364 questionnaires (excluding 16 questionnaires that were insincerely replied) were used for an analysis.
To verify Research Subject 1, the author conducted an empirical survey using Kano questionnaire with students in the department of air service to classify the types of the student’s recognition on education service quality based on Kano Model, and based on the findings derived Better indexes and Worse indexes.
To verity Research Subject 2, the author conducted a factor analysis and a reliability analysis of the collected data, refined measurement items and then verified the effect relationship between variables through a regression analysis.
Under the theoretical background, the author composed the sub-factors of education service quality and derived professor, eduction, administration and physical environment factor as sub-factors through an factor analysis.
The author conducted a regression analysis of the effect relationship between the results of Research Subject 1 and the measurement variables derived from the results of Research 2 based on the dualistic analysis of Kano Model, and thereby derived the following conclusions.
First, of education service types, 6 of a total 22 items among education service quality types have been classified as attractive quality. Of them, 3 items were administration factors, 3 items were professor factors and 1 item was education factor. The contents of respective items were: ‘wide choice for course’, ‘classroom teaching’ and ‘a wide range of credit acquisition methods (e.g. classroom teaching, cyber class and replacement of certification, ‘faculty motivates students to participate in educational process’, ‘ongoing consultation between professions and students’, and ‘industry-academy cooperation programs run efficiently’, implying that providing more options for courses and diversifying credit acquisition method increases the students satisfaction. In addition, the results showed that there is a need of information exchange through networking with senior students, seamless communication with faculty, motivation and efforts to link education and employment through running practical programs which will help student to find jobs after graduation.
Second, of education service quality types, 6 of a total 22 items have been classified as unitary quality. Of them, 4 items corresponded to physical environment factor, 1 item corresponded to professor factor and 1 item corresponded to administration factor. The unitary quality perceived by students include: ‘The school is well equipped with the latest educational equipment and laboratories (mock up)'', ‘convenient dormitory facilities’, and ‘shuttle bus service for commuting to school’ in physical environment factors, indicating students prefer the educational environment equipped with the mock-ups similar to the corresponding sites and lab equipment, and the improvement of basic amenities(e.g. dormitory facilities, shuttle bus and canteen) and environment will increase the students satisfaction.
Third, of education service quality types, 10 of a total 22 items have been classified as indifferent quality. OF the, 5 items were education factors, 2 items were professor factors, 2 items were physical environment factors and remaining 1 factor was administration factor. The followings were classified as indifferent quality: ‘major subjects are efficiently configured with theories and practice hours’, ‘instruction by native-speaking professors improve speaking ability’, ‘English class by levels runs smoothly’, ‘teaching methods fit the nature of curriculum (e.g. lecture, presentation, and debate, etc.) and ’service programs are useful’, indicating that students majoring air service do not raise significant objection to the policies and education factors since they have solid objective(i.e. employment at airlines) to achieve during 2-year course. (In fact, they did not show great interests in school events or attendance system)
Forth, as a results of comparing the education service quality classification by grade, the 5 items showed different results, implying that the expectation and interest factor relating to education service vary depending on the grade according to the needs and environment for respective grade students.
Fifth, for the ranking of education service quality Better indexes and Worse indexes, the item placed at the highest Better index and the second Worst index was ‘a wide range of scholarships and the benefits are adequate’, implying that providing scholarships can be recognized as a very attractive factor for the students and parents who live in the era of economic uncertainty. Thus, to increase the competitiveness of schools, it is required to establish scholarship systems that fit such needs.
Lastly, the findings of this study suggested that effect relationship is meaningfully influenced by professor factor, education factor, administration factor and physical environment factor.
In this study, the author investigated how the students in the department of air service recognize education service quality in terms of properties, and, based on the findings, determined the needs to which priority is put for students satisfaction. In addition, the author researched into the relationship between education service quality and students satisfaction, and thereby the determined the factors of service quality factor influencing students satisfaction, and based on the findings suggested implications for the management of education service quality.


Keyword: Kono Model, education service quality, students satisfaction,
department of air service, aviation industry