A Study on the Effect of Service Quality of Cooking Academy on Student Satisfaction and Recommendation Intention - Moderating Effect of Switching Barriers -
Mi-Ja Son · 호텔리조트연구 · 2024
The purpose of this study is to verify the effect of service quality of cooking education institutions on student satisfaction and recommendation intention, mediating effect of student satisfaction, and moderating effect of switching barrier. A total of 390 copies of the sample of the study were used for the final analysis. All factors of service quality in Hypothesis 1 were found to have a significant positive (+) effect on student satisfaction. It was found that the physical environment of service quality of Hypothesis 2 and administrative service had a significant positive (+) effect on recommendation intention. Student satisfaction of Hypothesis 3 was found to have a significant positive (+) effect on recommendation intention. The mediating effect of student satisfaction in Hypothesis 4 was proven by bootstrapping. In both the high and low groups of Hypothesis 5, the moderating effect of the switching barrier was found in the influence relationship between instructor interaction and student satisfaction. The high group of Hypothesis 6 showed the moderating effect of the switching barrier in the physical environment and the recommendation intention, and the low group showed the moderating effect of the switching barrier in the physical environment, administrative service, and recommendation intention. The moderating effect of the switching barrier between student satisfaction and recommendation intention in Hypothesis 7 was found to be significant in both groups. In conclusion, it was confirmed that the switching barrier was a moderating variable that could partially strongly indicate the relationship between service quality and student satisfaction, recommendation intention, and student satisfaction and recommendation intention.