The Effect of Lifelong Education Quality on City Brand Equity and Intention to Reuse: Focusing on the Case of Lifelong Education in Osan

The purpose of this study was to identify the structural causation between the service quality of lifelong education, city brand equity, and intention to reuse. For this study, the case of lifelong education in Osan, wherein local governments are leading efforts to promote lifelong education, was selected as the subject. A structured offline survey as well as an online survey were conducted to collect data from citizens of Osan who participated in lifelong education at least once. The results show that lifelong education service quality and city brand equity have a significant positive impact on intention to reuse, and that service quality has a significant positive impact on intention to reuse through city brand equity. The significance of this study lies in the revelation of the mediating impact of city brand equity, in the relationship between the service quality of lifelong education and individuals' intention to reuse lifelong education. This study also contributes establishing lifelong education service policies to increase the intention to reuse lifelong education.