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A Research On The Service Quality Of Alumni In Colleges And Universities

Posted on:2019-03-12Degree:MasterType:Thesis
Country:ChinaCandidate:Q H LeiFull Text:PDF
GTID:2417330566494721Subject:Educational Economy and Management
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With the reform and development of higher education,the competition between universities for running schools is becoming increasingly fierce.As an important supporting force for the development of college education,the role of alumni is increasingly prominent.Alumni are college-specific public relations resources,information resources,education resources and material resources.However,colleges and universities have long focused on one-way requests for alumni resources,neglecting the importance of alumni services and affecting the sustainable development of alumni resources.Improving the quality of alumni service in colleges and universities can not only ensure the sustainable development of alumni resources,but also enhance the alumni's feelings towards their alma mater,and encourage them to return to their alma mater.Based on this,this study takes S University as a case,takes the theory of service quality gap and the theory of needs hierarchy as the theoretical basis,and uses a questionnaire survey and interview method to conduct an in-depth investigation of the quality of S University alumni service,the survey results show that:alumni perception service quality can be divided into three measurement dimensions,including service behavior,information exchange,and follow-up support;the dimensions of alumni perceived service quality do not reach a satisfactory level;alumni perceived the quality of service is low,there is a significant difference between alumni perceived service quality and expected service quality,and the difference between the two is negative.According to statistical analysis results and interviews with alumni and alumni staff,we found that the main reasons for alumni perception of low quality of service are alumni's working mechanism is not perfect,the construction of service teams is insufficient,information construction is not perfect,and there is a lack of hierarchical and diversified services.Therefore,colleges and universities need to improve the quality of alumni service from the aspects of establishing a scientific and effective alumni working mechanism,forming a professional service team,strengthening alumni information construction,and providing multi-level services.
Keywords/Search Tags:university alumni, alumni service quality, perceived service quality, expected service quality, alumni satisfaction
PDF Full Text Request
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