Research On Perceived Quality Evaluation Of College Teaching Based On Service Encounter

In recent years, it is generally recognized by all social walks of life that college teaching is a kind of service. As a service, college teaching provides the process and result of teaching activities. That is the knowledge, ability and moral quality of students'are improved. College staffs are service providers, students are service recipients. Based on the viewpoint of college teaching, the dissertation tries to use the theories and methods of the service quality evaluation in teaching quality evaluation. It is helpful to forming more scientific conclusions and creative methods.The service encounter theory is originated in the 1980s. It indicates that the contact between the providers and consumers. It is high time for the service providers to show the service. Perceived quality comes from the process of the service encounter, which is the moment of truth during the process of interaction in the service system. Therefore, in order to accurate evaluation of college teaching quality, according to the perception of service at the points of encounter characteristic analysis, the dissertation establishes and designs the evaluation system of college teaching quality, which is based on the service encounter. This research provides new ideas for college teaching quality evaluation.Firstly, the dissertation analyzes the characteristics of college teaching. It establishes the system of college teaching service encounter, which combings the service encounter system theory. According to the situation of college teaching, the dissertation determines the core and auxiliary service encounters. Then on the basis of above analysis analyzes service encounters quality and characteristics through five aspects, including manner, degree, service environment of college teaching, service facilities and service providers. Secondly, according to the analysis of encounter points, the dissertation advances the questionnaire about teaching perceived quality. Using these questionnaires, the dissertation implements the investigation. Then the investigation results are analyzed and test through using factor analysis. According this, the dissertation extracts teaching quality factors. Based on the analysis of factors which impact the service quality, the dissertation establishes the three-level evaluation index system and puts forward the evaluation methods. Finally, the dissertation proposes the countermeasures which will improve the college teaching perceived quality.