학생특성에 따른 고객만족변수의 차이 (대학마케팅)

목차

Ⅰ. 문제제기

Ⅱ. 이론적 배경
1. 대학마케팅 연구
2. 고객만족 연구

Ⅲ. 가설설정 및 연구방법
1. 가설의 설정
2. 자료수집 및 분석방법

Ⅳ. 연구결과 및 해석
1. 표본의 특성 및 신뢰도
2. 가설의 검정 및 해석

Ⅴ. 연구의 시사점 및 한계
참고문헌
Abstract

본문내용

w.cheil.co.kr/korean/columns/199903/columns_199903c.html
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Abstract
Difference of Customer Satisfaction Variables with the Student Characteristics
Kim, Yong-ho
Marketing is a topic of growing interest to nonprofit organizational managers(for example, hospitals, museums, charities and, churches, universities and colleges) as their organizations confront new, complex marketplace problems. These organization heads(specially in university and college) are taking their first, tentative steps toward marketing, often confusing it with its advertising and selling subfunctions.
A genuine marketing response has been undertaken by a relatively small number of college in america. Their approach is best described as market-oriented institutional planning. In these approach, marketing is recognized as much more then mere promotion, and indeed, the issue of promotion cannot be settled in principles until more fundamental issues are resolved.
According to market-oriented institutional planning customer satisfaction is one of the most important concept in university(college) marketing. Therefore, this study reviews literatures about university(college) marketing and general customer satisfaction. The literature study suggests some research hypotheses about customer satisfaction in college. Next, these hypotheses are tested empirically using χ2-test, multiple linear regression analysis and t-test.
The research results worth explorative study on the customer satisfaction in the college.

키워드

학생특성,   고객만족변수,   대학마케팅