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Article

Exploring Relationship between Relationship Marketing and Participation Persistence in Elderly Drivers’ Education: Focusing on Mediating Effect of Educational Satisfaction

고령운전자 교육의 관계마케팅과 안전교육 참여지속성의 관계 분석: 교육만족도의 매개효과를 중심으로

Ara KOH1
,
Sung Hyun CHA2*
고 아라1
,
차 성현2*
1M.A., Department of Education, Chonnam National University, Gwangju 61219, Korea
  Road Traffic Authority, Wonju 26466, Korea
2Professor, Department of Education, Chonnam National University, Gwangju 61186, Korea
1전남대학교 교육학과 석사, 도로교통공단
2전남대학교 교육학과 교수
* Corresponding Author
30 April 2019. pp. 193-201
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Abstract

This study aimed to examine the mediating effect of educational satisfaction on the relationship between relationship marketing strategy and participation persistence in elderly drivers’ education. Data were collected from a survey on a total of 387 drivers over sixty-five who participated in traffic safety education. Structural equation modeling approach was employed for data analysis. The results of the study are summarized as follows. The relationship among relationship marketing, educational satisfaction, and participation persistence were all positively associated with. In addition, the result of sobel test showed that the relationship between relationship marketing and participation persistence was partially mediated by educational satisfaction. Based on these findings, the study made some suggestions in order to improve the participation persistence in traffic safety education for elderly drivers. First, it is necessary to develop educational programs, considering elderly drivers cognitive and psychomotor ability and previous educational experiences. Second, Education program information should be provided through a variety of channels, such as mobile text message and mailing service. Finally, administrative and financial supports should be provided for instructors to build their competencies of professional teaching and relationship marketing.

Keywords
educational satisfaction
elderly driver
Korea Road Traffic Authority
participation persistence
relationship marketing
traffic safety education

이 연구는 도로교통공단의 고령운전자 교육에 대한 관계마케팅, 교육만족도, 참여지속성의 관계를 검증하고, 나아가 이들 관계에서 교육만족도의 매개효과를 검증하는 데 목적이 있다. 이를 위하여 도로교통공단 13개 시도지부에서 고령운전자 교통안전교육을 수강한 만 65세 이상 고령운전자 387명을 대상으로 관계마케팅, 교육만족도, 참여지속성 척도로 구성된 설문조사를 실시하였다. 최종 분석에서 결측치 등을 제외한 320명의 자료가 사용되었다. 분석방법으로는 구조방정식 모형(structural equation model)을 적용하였으며, 매개효과 검증은 Sobel test를 이용하였다. 본 연구의 주요 결과는 다음과 같다. 관계마케팅과 참여지속성, 관계마케팅과 교육만족도, 교육만족도와 참여지속성 간의 관계는 모두 정적(+)으로 나타났다. Sobel test 결과, 관계마케팅과 참여지속성 간의 관계는 교육만족도에 의해 부분적으로 매개되는 것으로 나타났다. 본 연구 결과를 토대로 고령운전자의 교통안전교육에 대한 참여지속성을 높이기 위해서 고령운전자 특성을 고려한 교육프로그램의 개발, 교통안전교육에 대한 체계적 안내 및 홍보, 교수자의 교수역량 및 관계마케팅 역량 증진을 위한 행 ‧ 재정적 지원이 필요함을 제언하였다.

키워드
교육만족도
고령운전자
도로교통공단
참여지속성
관계마케팅
교통안전교육
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Information
  • Publisher :Korean Society of Transportation
  • Publisher(Ko) :대한교통학회
  • Journal Title :Journal of Korean Society of Transportation
  • Journal Title(Ko) :대한교통학회지
  • Volume : 37
  • No :2
  • Pages :193-201
  • Received Date : 2018-12-24
  • Revised Date : 2019-02-15
  • Accepted Date : 2019-03-28
  • DOI :https://doi.org/10.7470/jkst.2019.37.2.193
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