A Study On College Students’ Service Consciousness Under Organizational Needs

It is very important for college students to have good service consciousness,especially when in job hunting and future development. Those who have higher-levelservice consciousness are more preferable to employers in hiring process, whichmeans they are more likely to be receiving recognition, provided promotion, and gobetter and further in their career life.Well, what is so-called service consciousness? Who will be the services objectfor college students? Can the current employees’ service level meet the organization’sexpectation? And what level of service consciousness do organizations expectemployees to reach? How is the current service consciousness level of the collegestudents? Are there any gaps between organizations’ expectation and college students’service consciousness? If so, is it higher or lower than expectation? What factors willimpact service consciousness? As a university who plays a role as educator andemployment promotion organization, how could we effectively enhance the level ofstudents’ services consciousness? Those questions are all what we must face inhelping students enhance their service, hunt jobs and benefit them in futuredevelopment. In this paper, we do a cross-over study through integrating the theoryand research methods of psychology, management, and ideological and politicalpedagogy, using a combination of qualitative and quantitative research methods toexplore and answer these questions.The structure can be divided into eight parts. The first part is introductionintroducing the question we concern, the significance of this topic, the article structureand innovation. The second part will define the concept of service consciousness,clear the students’ service object, and discriminate the similarities and differences inthe concept of service consciousness and civic awareness, service attitude, workattitude, professionalism, organizational citizenship behavior, pro-social behavior. Thethird part is about the research background and further development of serviceconsciousness. It will introduce the Marxist theoretical background and the positivepsychology background of this study, summarize the existing volunteer serviceconsciousness studies results, analyze the impacts which brings by the serviceeconomy, the concept of public service and other factors. In the fourth part we willmake an interview and questionnaire survey among18senior management and505employees in the Pearl River Delta region. We will accord to the statistical analysisresult to research the internal structure of the organization staffs’ service consciousness, influence factors and organizational expectations. The fifth part isanother empirical study. We will do a questionnaire survey among1039collegestudents from the Guangzhou high education center to get the service consciousnessstructure with exploration and validation, to explore the level and the influence factors.In the sixth part, we will make a compare between the organization needs of serviceconsciousness and the students’ actual level from the qualitative and quantitativeaspects, and discuss the gap causes. In the seventh part, we will combine with theideological and political education theory and any other methods, taking high schoolas the main subject, to conclude the improvement countermeasures of serviceconsciousness. While in the last part, we will summarize the shortcomings of thispaper, and look to future study.