A Study On The Improvement And Optimization Of The Service Quality Of The University

Since World War II, the internationalization of higher education has been increased evidently among the world. Especially in recent years, with the rapid changes in the international politics and economy, and the fast development of information technology, the trend of economic globalization and international competition has been exacerbated further more. The different universities among the world take the initiative to join in the international stage, which forms trend of cross-border, cross-national, and cross-cultural multilateral exchanges, cooperation and assistance among the worldwide universities. Internationalization has already become a new educational philosophy in university establishments in different countries. In China, with the deepening of Reformation and Open-up Policy, the process of internationalization in higher education will be accelerated.One of the important representations of internationalization in higher education is that the size, number and frequency of international exchange in college teachers and students have been promoted greatly. Considering the situation inside the universities, due to the rapid increase of intercollegiate cooperation agreements, the opportunities of exchanging study for teachers and students have been improved. While considering the situation outside the universities, with the fast development of Chinese economy and booming of aboard studying intermediaries, there are more and more students who choose to study aboard at their own expense. In these circumstances, the demanding and the requirements for the study abroad services both from the universities and from the society has been increased. Comparing with people’s increasing needs and demands for the study aboard services, the development of abroad services in universities falls backward and doesn’t fit the present demanding. That the needs of teachers and students (customers) are not satisfied represents in the following aspects such as the inadequate clarity in service process, inadequate accuracy in service time, and the lack of empathy towards customers in handling aboard services. All of those inadequacies in aboard services produce a big service quality gap. Naturally, How to make up the gap of abroad service quality, and how to improve the abroad service quality, and how to accelerate international development has already become one of the prominent problems which remains to be settled in university foreign affairs in China in recent years.This thesis consists of six chapters. The introduction part elaborates the relevant background and structure proposed in this research. In Chapter Two, the Service Quality Gap theory and the Business Process Reengineering theory are reviewed and summarized, which lays the theoretical foundation for this thesis. Chapter Three, by taking the prominent University A in mainland as an example, and by taking the Service Quality theory and the Business Process Reengineering theory as the tool, shows the detailed analysis in abroad approval process and the approval documents, conducting of visa and passport, handling endorsement and database entry and filing process, pointing out the existing problems in administrative service and explaining the reasons why they exist. Based on Chapter Three, Chapter Four gives some advice and recommendations on Business Process Reengineering. In Final Chapter, this thesis poses a question with much more theoretical significance, that is, in the process of the market economy development, how should public institutions change their minds to release the originally relatively monopolized resources through the transformation of reengineering process, and eventually to meet the social and individual needs better. This thesis points out that the basic property of the service should be clear that it is customer-oriented. Public Institution as the service provider is developed from the planned economic system, which makes it difficult for them to get rid of the influence of executive power. Therefore, the key to process reengineering in public institutions lies in balancing the relationship between the administrative services and business services, and making the market be the core element in resources allocation.