본 연구는 대학입학전형 사교육 영향을 평가함으로써 공교육을 촉진 또는 저해하는 요인이 무엇인지 실증적으로 분석하고 공교육 정상화를 도모하는 전형방법을 탐구하는데 목적이 있다. 이를 위하여 K대학교 재학생 348명을 대상으로 설문을 실시하였다. 본 연구결과는 다음과 같다. 첫째, 대학생 응답자의 72.3%는 사교육 경험이 있으며 지역별로는 서울시에서 높게 나타났다. 둘째, 정시전형이나 논술우수자전형으로 입학한 학생들은 사교육 의존도가 타 전형으로 입학한 학생들보다 상대적으로 높게 나타났다. 셋째, 수학 과목은 타 과목보다 사교육 유발요 인이 높은 것으로 나타났다. 따라서 사교육에 많이 노출되어 있는 수능과 논술에 대한 대학입 학 전형방법의 개선과 함께, 고교생활 가운데 학습의 결손을 막을 수 있는 적극적인 대책이 요구되어진다.

The purpose of this study is to investigate the impacts of business service quality on satisfaction, commitment, performance, and loyalty in higher education. A survey was given to undergraduates involved in business through employment and start-up companies at a private university in Korea. With 252 respondents, this study used exploratory factor analysis and reliability analysis to verify the reliability and validity of measured variables. Multiple regression was employed as a statistical method for the hypotheses of the study. The research questions were: 1) How do education SERVQUAL factors (tangibles, responsiveness, reliability, assurance, and empathy) affect customer satisfaction? 2) How do education SERVQUAL factors affect customer commitment? 3) How does customer satisfaction or commitment affect education performance? 4) How does customer satisfaction, commitment or performance affect their loyalty in higher education? The findings show that most dimensions of business service quality have effects on satisfaction and commitment, and satisfaction and commitment have a positive effect on performance. Additionally, satisfaction, commitment and performance all have an effect on loyalty. This study confirmed the need for the improvement of business service quality in a private university. Additionally, it highlighted the importance of user satisfaction, commitment and performance in order to increase the loyalty level of undergraduate students.

The current higher education in Vietnam demonstrates the intense competition among local universities. Undoubtedly, the issue of enhancing the brand value to attract students is now placed at the top to Vietnamese universities. The research aims to identify the objective and subjective factors affecting the brand value of private universities in Ho Chi Minh City, Vietnam as mediated by students’ perceptions. This paper employs the mixed research methods and data were then analyzed by measuring Cronbach's Alpha coefficient for reliability, analyzing EFA, and using PATH model to test the experiment on the research model affecting HUTECH’s brand value. Probability sampling used is Stratified sampling and 500 students of 8 faculties of HUTECH surveyed by convenience sampling. Additionally, this paper also proposes some managerial implications on enhancing the brand value of private universities in Ho Chi Minh City. The results indicate that the new factor, namely geographic location is the most influential factor to enhance the brand value of private universities in general and HUTECH in particular. Brand still plays a determinant role in students' trust when choosing a university. Finally, some implications proposed to enhance the brand value of private universities in Ho Chi Minh City in the context of fierce competition in attracting students.