This study aimed to analyze the satisfaction of teachers and their repurchase intention on the product quality, educational quality, and service quality of using Experimental (practice) Teaching Aids (ETA). The purpose of this is to provide guidance to companies in the development of new products and contents, and to give teachers insight through statistical data. The CIT (Critical Incident Technique) which was conducted first, has generated a total of 142 core events. As a result of this, the teachers had negative experiences about product quality, while the positive experiences were about the convenience in the purchase and usage of the product. Also, there were more positive responses to experiences in the service-related part of ETA companies. The second questionnaire was analyzed through empirical analysis that product quality, educational quality, and service quality had a positive (+) effect on teacher's satisfaction, and teacher's satisfaction had a positive (+) effect on repurchase intention, and all research hypotheses were adopted. In particular, service quality was measured by transforming the five-dimensional attributes of the existing SERVQUAL (adding Accessibility items), and this proved to be one of the most important variables. The results of this study can be used as a basic data for the development and distribution of new products and contents for ETA and contents for manufacturing companies. Furthermore, it could be a basis of further research for middle school and high school teachers.
Key words: CIT. Elementary School. Experimental teaching aids. Education. SERVQUAL.
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