본 연구는 학원의 교육서비스 품질 및 학원강사의 변혁적리더십에 대한 인식을 조사하고, 이러한 요인들이 고등학생의 자기효능감 및 구전의도에 어떠한 영향을 미치는지 구조적 관계를 분석하는 것을 목적으로 하였다. 이를 통해 고등학 생을 대상으로 하는 학원의 교육서비스 품질 개선을 유도하고, 학원강사의 변혁적리더십에 대한 인식을 제고시킴으로써 궁극적으로 학원교육 및 학원경영 성과를 높이는데 기여하고자 하였다. 이를 위해 입시·검정 및 보습학원에서 수강 중인 고등학생 640명을 대상으로 설문조사를 실시하였으며, BM SPSS StatisticsDHK 25와 AMOS 21 프로그램을 활용하여 수집된 자료를 분석하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 학원의 교육서비스 품질은 신뢰성, 확신성, 공감성, 유형성, 응답성 순이고, 변혁적리더십은 지적자극, 개별적배려, 영감적동기화, 이상적영향력 순으로 전반적으로 높은 것으로 나타났다. 고등학생의 자기효능감은 자기조절효능감, 자신감, 과제난이도 순이고, 구전의도는 주관적구전의도, 적극 적구전의도, 객관적구전의도 순으로 보통 수준 이상인 것으로 나타났다. 둘째, 학원의 교육서비스 품질과 학원강사의 변혁적리더십이 고등학생의 자기효능감 및 구전의도에 미치는 영향을 분석한 결과, 교육서비스 품질은 변혁적리더십, 자기 효능감, 구전의도에, 변혁적리더십은 자기효능감과 구전의도에, 자기효능감은 구전의도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 교육서비스 품질과 구전의도 관계에서 학원강사의 변혁적리더십과 고등학생의 자기효능감은 매개효과가 있는 것으로 나타났다. 이러한 연구결과는 학원장이 학원의 교육서비스 품질과 학원강사의 리더십을 제고시키고, 이를 바탕으로 학생들의 자기효능감과 구전의도를 높이는 구조적 관계 속에서 경영활동을 수행해야 한다는 것을 시사한다.

The purpose of this study was to research students' thought for teaching service quality of private education and transformational leadership of private tutoring center instructors. The study targeted specific High school students, registered to private tutoring centers of Daechi-dong, Joong-gye-dong, Gyonnggido bundang, and Suwon Yong-tong which are special private education districts in South Korea. And this study aimed to analyze how the teaching service quality and the transformational leadership have influences on self-efficacy and word-of-mouth intention of high school students. The goals of this study were to help private tutoring centers for high school students find the ways to improve the private education service quality, and to help private education instructors recognize how important they boost their transformational leadership. Then, the study finally advised private tutoring centers and their instructors on how they show better performance for private education and their company’s management. To achieve the goal, this study researched references & dissertations, and carried out a survey. Data for the study was collected through the survey, which was carried out by 640 high school students. The survey was analyzed by IBM SPSS Statistics DHK 25 and AMOS 21 program, and it was verified in level of p〈.05. In order to examine the structural causal relationships among variables, Structural Equation Model (SEM) was executed, and then bootstrapping was also executed to verify mediated effects. The survey analyzed by the process explained above has four important results. First, here presented analyzing survey on students’ thought for teaching service quality of private education, transformational leadership of private tutoring center instructors, and self-efficacy and word-of-mouth intention of high school students. Teaching service quality of private education consisted of reliability> certainty> sympathy> type> responsiveness in order of score rank. Transformational leadership of private tutoring center instructors consisted of intellectual stimulation〉individual consideration〉 inspirational motivation〉 ideal influence in order of score rank, which showed not a high level of score. Self-efficacy of high school students consisted of self-control efficacy〉 self-confidence〉 assignment level of difficulty in order of score rank. Then, Word-of-mouth intention of high school students consisted of subjective word-of-mouth intention〉 positive word-of-mouth intention〉, and objective word-of-mouth intention in order of score rank. Second, here is the result that examined the correlation of teaching service quality of private education, transformational leadership of private tutoring center instructors, and self-efficacy & word-of-mouth intention of high school students. The study showed a mutually meaningful positive(+) correlation exists among teaching service quality of private education, transformational leadership of private tutoring center instructors, and self-efficacy & word-of-mouth intention of high school students. Third, the study showed how teaching service quality of private education & transformational leadership of private tutoring center instructors had influenced on self-efficacy & word-of-mouth intention of high school students. Teaching service quality of private education had a positive(+) influence(β=.83, p<.001) on transformational leadership of private tutoring center instructors, a positive(+) influence(β=.16, p<.001) on self-efficacy of high school students, and a positive(+) influence(β=.33, p<.001) on word-of-mouth intention of high school students. Transformational leadership of private tutoring center instructors had influenced on a positive(+) influence(β=.36, p<.001) on self-efficacy of high school students, and a positive(+) influence on word-of-mouth intention of high school students(β=.47, p<.001). Self-efficacy of high school students had a positive(+) influence(β=.10, p<.01) on word-of-mouth intention of high school students Fourth, here is the result that researched a mediated effect of transformational leadership and a student's self-efficacy between teaching service quality of private education and word-of-mouth intention of high school students. Meaningful was an indirect effect of [teaching service quality -> transformational leadership -> word-of-mouth intention]. Also meaningful was an indirect effect of [teaching service quality -> self-efficacy -> word-of-mouth intention]. In addition, meaningful was a mediated effect of self-efficacy between transformational leadership and word-of-mouth intention. And also meaningful was an indirect effect of [transformational leadership -> self-efficacy -> word-of-mouth intention. Therefore, transformational leadership of private instructors and self-efficacy of high school students have a mediated effect between private educational teaching service quality and students' word-of-mouth intention. In conclusion, to improve private tutoring center education and management, private tutoring center's manager should make efforts to raise the teaching service quality of his or her institute, and an instructor should learn transformational leadership and show the leadership for his or her students.

< 국문초록 >
Ⅰ. 서론
    1. 연구의 필요성 및 목적
    2. 연구문제
Ⅱ. 이론적 배경
    1. 학원의 교육서비스 품질
    2. 학원강사의 변혁적리더십
    3. 자기효능감 및 구전의도
Ⅲ. 연구방법
    1. 연구설계
    2. 연구대상 및 자료수집
    3. 측정도구
    4. 분석방법
Ⅳ. 연구결과
    1. 학원의 교육서비스 품질, 학원강사의 변혁적리더십, 고등학생의 자기효능감 및 구전의도에 대한인식
    2. 고등학생이 인식하는 학원의 교육서비스 품질, 학원강사의 변혁적리더십이 고등학생의 자기효능감과 구전의도에 미치는 영향
    3. 교육서비스 품질과 구전의도의 관계에서 학원강사의 변혁적리더십과 고등학생의 자기효능감의 매개효과 검증
Ⅴ. 결론 및 논의
<참고문헌>
< Abstract >

• 윤용헌(가천대학교 경영대학원) | Yoon Yong-Hun (Graduate School of Gachon University)
• 엄덕수(가천대학교 경영대학원) | Eom Deok-Soo (Graduate School of Gachon University) 교신저자