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Quality Management Of Higher Education Based On Services Marketing Perspective

Posted on:2010-02-14Degree:DoctorType:Dissertation
Country:ChinaCandidate:J Y LiuFull Text:PDF
GTID:1117360302995203Subject:Management Science and Engineering
Abstract/Summary:PDF Full Text Request
The products of higher education are service provided to the customers by colleges and universities. Service attribute is the basic characteristic of higher education. Service of higher education comprises core service, auxiliary service, and accessorial service. Quality management of higher education was explored from the perspective of services marketing in this article, which focuses on the following aspects:Firstly, educational service quality property was analysed.According to the PZB'SERVQUAL ideas, the service quality scale of higher education was developed. The measurement result of the quality of service model by mathematical statistics showed that the service quality of higher education comprises seven factors: teaching curricula, staff, learning resources, administrant system, campus surroundings, activities and daily life. The result of confirmatory factor analys showed that the scale is provided with reliability and validity. Second-order confirmatory factor analysis result showed that they constitute a high-end factor named service quality attribute.the factor administrant system make the biggest contribute, followed by activities, campus surroundings and daily life.Secondly, the relationship involved in educational service quality has been detected.The model of service quality in higher education is established to explore the relationship of service quality, image of colleges and universities, customer perceived service value, customer trust, customer satisfaction and customer behavior in higher education.The empirical results show that customer satisfaction has remarkable influence to the customer behavior. Service quality has direct positive impact on perceived value, customer trust, but it dos not have direct remarkable influence to customer satisfaction. Service quality has indirect impact on customer satisfaction through the customer perceived value and customer trust. Service quality has indirect positive influence to customer behavior through the customer trust and customer satisfaction.Due to the risk perception of higher education services, image of colleges and universities and customer trust play an important role in service perception. The image of colleges and universities has indirect positive influence to customer satisfaction. not only The image of colleges and universities tend to have a direct impact on and behavior, but also through the customer perceived value, customer trust to influence customer satisfaction and affect customer behavior. Customer trust plays the most important role in the determinants of customer behavior, followed by the image of colleges and universities and service quality.The study also found interaction plays an important role in service quality perception. The relationship of classmates and teacher-student relationship have an important impact on satisfaction.Finally, Management strategies about educational service quality have been proposed.According to the theory and empirical research found,colleges and universities should improve educational service quality from the concept of educational service, relationship of educational service, brand of educational service and educational service quality guarantee system.
Keywords/Search Tags:Higher Education, Service Marketing, Educational Service Quality, Structure Equation Modeling
PDF Full Text Request
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