Research And Analysis Of Factors Affecting The Service Quality Of Online Education In China

Online education can break the constraints of time and space,give full play to the characteristics of low cost and high efficiency,give more people a good educational utility,at the same time help to solve the uneven distribution of educational resources.With the development of Internet technology,online education,both in content and the form,become more rich,more and more helpful to the students.At present,whether the traditional educational institutions or internet giants have joined the ranks of online education,especially from the beginning of 2014,online education in primary and secondary schools has been more popularly chased by capital,which also stimulated the development speed of online education.with the highly competitive and fast development of the society,we can obviously see the importance of the quality of online education services,it can be said that the quality of service has become the key to the success of online education companies.In order to make students benefit more during online education,and the form of online education and effect can be more recognized as well as the training institutions talent showing itself in the increasingly fierce competition in online education,improving the quality of service is an urgent need.Therefore,this paper studies on the identification and select of influence factors and measure of quality of online education service,The topic has theoretical and practical significance.First,this paper introduces the characteristics and current situation of online education,and the composition of service quality and evaluation.Basing on main models which are selected by affected factors of the quality of the service,made the corresponding identification and selection,namely: tangibility,reliability,security,interest,responsibility,care and the validity of resources.it build evaluate feedback model of the influence factors of quality of online education service,clear and expand the influence mechanism between service quality and customer satisfaction and loyalty.Teasing the main method of the online education service quality factors affecting measure,namely: reliability analysis,principal component analysis,correlation analysis and multiple regression analysis.Secondly,basing on the questionnaire survey,according to empirical analysis of influence factors of measure of the quality of online education service,identify the main factors and determine the impact of each factor on customer satisfaction and loyalty.Confirming the positive correlation between proposed seven main influencing factors and online education service quality raised by the article,coming to an conclusion of the positive relationship between service quality and satisfaction and loyalty,and verify that satisfaction play a mediating role in the correlation of service quality and satisfaction.Finally it defined core factors which can improve the service quality and satisfaction and the short board factors which are faced by the whole industry.At last,the paper puts forward the measures to improve the quality of service and the related methods in management application.The research results of this paper lie in the define of the influence factors on the quality of online education services,and the quantitative analysis of the proportion of various factors.Further clarify the relationship between the number of online education service quality and customer satisfaction and loyalty.Not only can improve the service quality of the online education enterprise,enhance the competitive advantage and increase market share also can help enterprises of online education according to the feedback system to carry self-examination,to improve their service level.At the same time,it also helps to establish an online education service quality standard of our country,improve the level of service of industries,and provide a scientific basis for the development of online education.