학습지 이용에 있어 학습효과 및 고객만족의 선행요인에 관한 연구

Abstract

The purpose of this study was to examine whether the preference of customers for the quality and reputation of study aids and for visiting instructors had any impact on the learning effect of elementary schoolers and to look into the causal relationship of improved learning effect on customer satisfaction and continuing reuse intention. The subjects in this study were mothers whose children attended elementary school and used study aids. After a survey was conducted for approximately a month, the answer sheets from 192 respondents were analyzed with SPSS 10.1 program. After making an experimental analysis of the collected data, the following findings were given: First, among quality factors of study aids service, conviction and responsiveness had no significant impact on learning effect, but type and reliability exerted a significantly positive influence on that. It implied that the use of study aids produced greater learning effect when the visiting instructors showed etiquette, when they were punctual and when their companies gained more reliability. To bolster the learning effect of study aids, visiting instructors should thoroughly be educated not to be late, and etiquette education should be provided to them as well. Second, learning effect got greater when study aids were more renowned and when visiting instructors were more preferred. In other words, study aids were more effective at boosting the learning effect of the children when the study aids were more famous and gained more popularity among the parents and children, and when visiting instructors were more favored. To elevate learning effect, it's needed to set up the kind of advertising and sales strategies that could raise awareness of study aids among parents and students. Finally, learning effect had a positive impact on customer satisfaction, but didn't exert any significant influence on sustained reuse intention. Yet customer satisfaction affected continuing reuse intention in a favorable manner. It denoted that a greater learning effect led to higher customer satisfaction but not to continuing reuse intention, and that the customers didn't intend to keep using specific study aids when they weren't satisfied with them. Accordingly, learning effect had an impact on lasting reuse intention through customer satisfaction, and it's required to improve learning effect first and then customer satisfaction in order to stir up customers' willingness to keep using particular study aids.