Research On Theory And Method Of Service Quality Of MBA Education In Universities

As issues of reform and development of our higher education, service quality of MBA is paid attention to by all sectors of the community. Competition of service fields of higher education has been aroused by the opening of service market, and the key to success is the service quality, but also depends on the quality of professional managers cultivated by MBA. Ensure the quality of personnel training, MBA training units must take effective measures to strengthen the quality management, improve service quality, and provide high service. Therefore, from the perspective of customer satisfaction, this dissertation unfolds series of issues about service quality of MBA.Firstly, theoretical system of service quality about MBA has been constructed. From perspective of service management, points that MBA education is different from in general education with the type of service products, customers and characteristics, analysis basic theory to define, and then provides the notion of customer satisfaction of MBA education, builds the theory of service quality of MBA education. All these provide theoretical support for the empirical research.Secondly, model of perceived service quality of MBA has been established. Based on the research of predecessors, according to the characteristics of MBA education, this dissertation presents the four-dimension model of perceived service quality of MBA, and clarifies staff, resources, teaching process and practice process are major factors affecting the service quality, and so on, any one of these four factors cannot be ignored to improve the perceived service quality.Finally, relationship among the perceived service quality, satisfaction and the intention to act has been tested by the empirical study. Using factor analysis, variance analysis, and structural equation modeling techniques, results indicated that perceived service quality has significantly affected on satisfaction, and satisfaction also can affect on the intention of act significantly. A new empirical research result has been provided at all.