저출산과 대학 입학 학령인구의 감소로 인해 대학교는 대학 교육 서비스의 질적 제고에 사활을 걸고 있다.
이 연구는 PR(공중 관계)학 관점에서 대학 조직 커뮤니케이션이 대학ᐨ학생 관계성과 대학 만족도에 미치는인과적 관계를 입체적으로 분석하는 데 목적이 있다. 이를 위해 수도권의 4년제 종합대학교 재학생 1266명을 대상으로 수집한 자료를 분석한 결과, 대학 조직의 커뮤니케이션과 대학ᐨ학생 관계성은 대학생들이 인식하는 대학 만족도에 유의미한 영향을 미치고 있었다. 특히 대학생들의 성별, 재학 학기, 학점 평점, 병역필 여부는 물론 전공 교육과 장학금 지원 등 전체적인 대학 교육 환경 시설에 대한 태도를 통제하고서도 대학 조직의 커뮤니케이션은 대학ᐨ학생 관계성을 매개로 대학 만족도에 유의미한 인과적 관계를 갖고 있음을 확인할 수 있었다. 본 연구는 대학교를 하나의 조직체로 상정하고, 대학의 핵심적인 내부 공중인 학생 관계와 커뮤니케이션 가치를 PR학 차원에서 체계적으로 조명함으로써, 대학 조직체의 PR 활동 관련 이론 및 실무적인 지침을 제시한다.
Due to the low birthrate and college admission decrease in school age population, universities are vigorously trying to improve the quality of university education services. The purpose of this study is to systematically analyze the causal relationship between university organizational communication and college students’ satisfaction as well as university-student relationship in public relations perspectives. As a result of analyzing data collected from 1,266 students at four-year universities in the metropolitan area, the university organizational communication and university-student relationship had a significant effect on university satisfaction. Especially, it was confirmed that the university organizational communication has a significant causal relationship to college student satisfaction university-student relationship, despite of controlling variables of university students’ attitudes toward overall university education environment facilities including major education, and scholarship support as well as the gender of college students, current semester, GPA, and whether he completed military service. This research provides theoretical and practical guidelines from public relations perspectives for the university by considering it as one organization and by closely studying the relationship with students, one of the university’s core internal publics, and the value of communication.
Due to the low birthrate and college admission decrease in school age population, universities are vigorously trying to improve the quality of university education services. The purpose of this study is to systematically analyze the causal relationship between university organizational communication and college students’ satisfaction as well as university-student relationship in public relations perspectives. As a result of analyzing data collected from 1,266 students at four-year universities in the metropolitan area, the university organizational communication and university-student relationship had a significant effect on university satisfaction. Especially, it was confirmed that the university organizational communication has a significant causal relationship to college student satisfaction university-student relationship, despite of controlling variables of university students’ attitudes toward overall university education environment facilities including major education, and scholarship support as well as the gender of college students, current semester, GPA, and whether he completed military service. This research provides theoretical and practical guidelines from public relations perspectives for the university by considering it as one organization and by closely studying the relationship with students, one of the university’s core internal publics, and the value of communication.
