Education Pride and Determinants of Education Service Quality among Korean Trainees: Focusing on Reliability, Confidence, Contents, Communication, Satisfaction

Abstract

While starting new era, the Fourth Industrial Revolution, it is necessary to reshape educational aim and corresponding educational methods. Until recently, with the Korean’s excessive education fever, teacher-led learning and memory test had been major learning methods in Korea. However, in the new era, self-directed learning, developing creative thought process gets more attention, and valued. Education environment including trainer will play a rather assisting role than actively leading trainees. In order to satisfy the need, finding the new educational methods is urgent issues in Korea. Moreover, online education is relatively free from location and time constraints. While previous studies had been focused on validity and effectiveness of online education, diverse factors of online education that influence on trainees’ psychological experiences such as learning pride should be investigated. This study surveyed Korean trainees with diverse background who had experiences using online education service previously. Reliability, confidence, content, communication, and general satisfaction were derived as quality factors of education service affecting learning pride through brand value. As a result, the research model was designed as educational service quality and educational brand value influence on learning pride. The summary of research findings in present study as follows. First, reliability has a significant effect on education brand value. Second, confidence affect education brand value. Third, content has no statistically significant influence on education brand value. Fourth, communication do not seriously affect education brand value. Fifth, general satisfaction significantly affect education brand value. Sixth, education brand value has a significant effect on trainees’ education pride.