Factors that enhance the perceived quality and student satisfaction of specialized postgraduate programs: the role of identity

Purpose This study identifies the factors that postgraduate service management programs (PSMPs) in Korean Universities can use to gain competitive advantage. Design/methodology/approach A mixed-method approach was adopted in serial order to verify the role of PSMP identity in the relationship between education service quality and student satisfaction established in prior research. Study 1 is a case study designed to gain a comprehensive understanding of the PSMPs in Korea using data derived through a document review of the sources collected from the official websites of PSMPs. In Study 2, focus group interviews were conducted with students and graduates of PSMPs to gain new insights that would help attain competitive advantage. Finally, a questionnaire survey was conducted in Study 3 to statistically test the relationship between PSMP identity, education service quality and student satisfaction. Findings Education service quality has a positive impact on PSMP identity, PSMP identity has a positive impact on student satisfaction and PSMP identity mediates the aforementioned impacts. The results established PSMP identity as a key factor in enhancing its competitiveness. Originality/value Since PSMPs have a short history and are limited number of cases in Korea, their justification is not well-understood by the general public and companies. This problem is not limited to PSMPs but is also shared by other specialized postgraduate programs. With comprehensive data on and new insights into PSMPs, including the determinants of competitive advantage, the results provide basic evidence for follow-up research and useful information for administrative officers in charge of specialized postgraduate programs.