The Effect of University's Educational Service Quality on International Students' Self-Esteem, Major Satisfaction, and Loyalty

The current education market has rapidly reduced the number of students admitted to high school from high school due to various problems in Korea. Due to the influx of foreign education market, the supply and demand of education has not been able to balance supply and demand, and this has changed from a supply-oriented market to a market centered on demand. Self-esteem and major satisfaction can be major variables affecting the loyalty of major students. Therefore, it is necessary to identify and improve key variables that can be developed and changed to improve the quality of education service, self-esteem, major satisfaction, and loyalty of international students. For the demonstration of this study, international students attending three schools in Jeollabuk-do (Jeonju University, Wondae University, Woosuk University), which are judged to have similar school size, external evaluation level, and admissions procedure for new students It was selected as a study subject. From March 15 to April 30, 2020, a questionnaire was conducted using the convenience sampling method through the international student community due to Corona 19, and a total of 230 copies of the questionnaire were distributed, excluding 20 copies that could not be used as analytical data. 210 parts were used as data for analysis of the results. The results of this study are as follows. First, in order to understand the degree of influence of educational service quality on the self-esteem of international students, factors of education service quality were analyzed and regression analysis was conducted. As a result, all factors of educational service quality were responsive, confident, reliable, and empathetic. It was found that there was no significant effect on self-esteem. Second, in order to understand the degree of impact of educational service quality on major satisfaction, a factor analysis of each item of educational service quality was conducted to perform regression analysis. As a result, all factors of educational service quality responsiveness, confidence, reliability, and empathy were satisfied. It appeared to have a significant effect on. Third, in order to understand the degree of the impact of educational service quality on loyalty, a regression analysis was performed by analyzing each item of educational service quality. As a result, it was found that only factor response and reliability of educational service quality affect loyalty (preference). Fourth, as a result of conducting a regression analysis by analyzing each item of education service quality in order to understand the degree of the impact of education service quality on loyalty, all factors of education service quality are responsiveness, reliability, reliability, and empathy. Fifth, in order to understand the degree of self-esteem affecting major satisfaction, it was found that the factors of self-esteem were analyzed and regression analysis was performed, indicating that the major satisfaction was not significant. Sixth, in order to understand the degree of the effect of self-esteem on loyalty, a regression analysis was performed by analyzing the factors of self-esteem, and the results showed a significant result only in the preference of loyalty.