The Research On The Quality Assessment And Improvement Strategy Of Local Government Public Cultural Service By Service Quality Model

With the improvement of social and economic development level, cultural demand structure and type of the public has been diversified, and the public desire to enjoy the high quality of public cultural services has been more intense. Now the public cultural service quality problem is particularly prominent. In recent years, the party and the country has attached great importance to the development of public cultural services, and has mentioned repeatedly "to perfect the system of public cultural services" in many policy documents. Such as the 6th Plenary Session of 17th CPC Central Committee put forward in 2011 "to perfect coverage in urban and rural areas, reasonable structure, perfect function, practical and efficient public cultural service system". The 3rd plenary session of 18th CPC Central Committee put forward in 2013 "to establish comprehensive cultural service center". However, the current development of our country’s public cultural service has still been in the "scale expansion" phase, simply to run after quantity and speed, be lack of awareness of the public cultural service quality, especially that of the local government. To some extent, this influenced the improvement of the public cultural service system and the construction of the service-oriented government that satisfies the people. This situation must be changed as soon as possible. Therefore, it has important significance to research on the improvement problem of local government’ public cultural service quality.This paper was guided by the the spirit of the policy about "perfecting the public cultural service system". The author used the public service theory, the methods of empirical research and normative analysis. The author made quality evaluation of local government’public cultural service based on questionnaire data and on-the-spot interview data, and further put forward the corresponding countermeasures and suggestions to improve the service quality.The whole paper is divided into seven modules.The first module is introduction. On the basis of the background and value of research, local government’s public culture service quality is chosen as the research topic. Through the analysis of the relevant research results at home and abroad, the author defines the important concepts of this paper, and determine the research method and logical thinking of this paper.The second module is research model and basic hypothesis. In reference to the service quality model, the author constructs the analysis model of public cultural service quality, and accordingly puts forward the corresponding research hypothesis.The third module is research design and data collection, which is mainly to develop detailed research program to collect the necessary data and information of verifying the assumptions.The fourth module is statistical analysis and interview arrangement. In this module, the author analyzes the questionnaire data and interview data via using the method of quantitative analysis and qualitative analysis.The fifth module is the discussion and interpretation of results. This module is about the results’discussion of the statistical analysis and interviews’ analysis, to verify the hypotheses of this paper.The sixth module is suggestions and strategies of quality improvement. In view of the above analysis, the author tries to use the New Public Service Theory and PDCA Cycle Theory, to propose some countermeasures and suggestions for the improvement of public cultural service quality.The seventh module is research summary and outlook. As the last module of this paper, it includes the main research results, the existing problems and the direction of future research.The innovation in this paper is mainly reflected in the following three aspects.The first innovation is scientific and effective unification of the research model. Service quality model can make effective evaluation on service performance and ability, and has been widely used in the field of enterprise management. In the process of research on local public culture service quality, the paper constructs the analysis model of public cultural service quality, and develops the measurement scale of public cultural service quality. These improve the scientific nature and effectiveness of the research.The second innovation is organic combination of normative analysis and empirical analysis in the research method. This paper adheres to the combination of normative analysis and empirical analysis in the research process. Quantitative analysis is performed by using the questionnaire survey data, to find out the relationship between the local government public cultural service quality and public satisfaction.The third innovation is that forefront and practicablity complement each other in the research content. Public cultural service quality has an important significance for the construction of modern public cultural service system and the service-oriented government that satisfies the people. In the current, the academic research on the public cultural service quality is few. In view of this, the local government public cultural service quality is chosen as the research object. Through careful consideration, this paper puts forward 6 countermeasures to improve the quality of public cultural service from the perspective of macro level and micro level, which are innovation of public cultural service system, transformation of public cultural service’management concept, enhancement of public cultural service system, to adopt closed-loop operation strategies to improve public cultural service quality, to make implementation plans to improve public cultural service quality, and pay close attention to key work of improving service quality gap.