The Effectiveness Of Alumni Association At Higher Education Institutions On The Basis Of SERVQUAL Model

The higher education in China has been flourishing since China’s reform and opening up to the world. The Outline of National Plan for Medium and Long-Term Education Reform and Development(2010-2020) announced in 2010 explicitly put forward a comprehensive enhancement in higher education quality which is a basic requirement for building a strong nation of higher education. The university alumni service is an important component of the higher education service. The evaluation of its quality is the basis and key premise of the improvement of university alumni service. The present research studies the evaluation of university alumni service quality on the basis of PZB’s SERVQUAL model, expands the content of the SERVQUAL model theory and the scope of its application, and enriches the evaluation theory of university alumni service. The SERVQUAL model based study of university alumni service quality evaluation thus has a certain practical and theoretical significance.The core content of this study is the quality evaluation of university alumni service. On the basis of literature review, it firstly constructs a SERVQUAL based quality evaluation model of the university alumni service, and proposes related hypothesis. Secondly, on reviewing the national regulations and policies related to university alumni work and the literatures of its evaluation, the scale and questionnaire are compiled. The reliability and criterion-related validity of the questionnaire is evaluated and verified through survey and statistical analysis. Third, taking H University as an example and using methods such as SPSS factor analysis, correlation analysis, and T test etc., an empirical research is conducted to explore the factors influencing the evaluation of the alumni service quality, to verify the research related hypothesis, and to propose suggestion to increase the alumni service quality. Fourth, this study describes the research findings and possible innovation, analyzes the shortcomings and look forward the future of the research.At the end, this study concludes that there is a significant gap between the alumni’ perception and their expectations to the university alumni service. The five dimensions of the questionnaire are positively correlated and have significant influence to the alumni service quality. And there is a linear relationship between its reactivity and empathy and the alumni service quality. Integrating the contents of the questionnaire, it puts forward some relatively reasonable countermeasures and suggestions for the improvement of the university alumni service quality.