The Empirical Research On Sercice Quality Of The Pension Agency And The Endowment Intend Of Residents In Chengdu

With the rapid development of aging population, the elderly pension problems of Chengdu is more and more prominent, the traditional family pension cannot afford such a large endowment pressure, institution endowment as a way of family pension supplement began to appear in Chengdu, and has become an important part of the pension service system of Chengdu. However, the willingness of the elderly to stay in the pension institutions is not high.With the continuous improvement of the level of pension demand, the pension agency service quality has become one of the major factors affecting the elderly institution endowment intend. To find out the influence of the service quality of the pension agency in Chengdu city on the old people’s willingness to care for the elderly,and on how to improve the service quality of the pension institutions, and increase the attractiveness of institutional endowment. In this paper, based on the Wang, Chang and others’proposed SERVQUAL model used in the evaluation of service quality of the pension institutions, a service quality measurement scale for the aged care institutions which is suitable to measurement the pension will of the residents is designed,including tangible evidence, reliability, assurance, responsiveness, empathy, and personality services of the six dimensions and the scale of the 27 measurement items, in the form of a questionnaire survey on the investigation of the residents of chengdu, get effective sample data of 305, through the establishment of binary logistic regression model, such as normative analysis, to study the impact of the various dimensions of the service quality of the aged care institutions in Chengdu city on the willingness of the residents to support the elderly, and to analyze the influence degree of each dimension, and explore the service quality of the main indicators affecting resident institutions endowment intend.The results show that all levels of service quality of the pension institutions will affect the willingness of rural residents to stay in the pension institutions in different degree.The improvement of the service quality in the visible level, the reliability level, the response level and the individual services level in the pension institutions, will make the residents’strong willingness to choose the institutions. and the improvement of the assurance and the empathy level may reduce the willingness of the residents to choose institutions for the aged. In comparison, the responsiveness of endowment agency service quality level, personality service level and physical level, reliability level, empathic level, guarantee level of resident institutions endowment will present gradually reduce the influence of the trend.