Research On Evaluation Of Postgraduate Education Service Quality Based On SERVQUAL Model

With the continuous expansion of the scale of graduate education,the pressure of graduate education system has increased dramatically.How to attract and maintain excellent students by improving the service quality of graduate education,and realize the balanced development of quantity and quality has become an important task for colleges and universities.SERVQUAL model is a specific technology and method for business to measure service quality by using the gap between customers' actual perception and expectation of service.This study attempts to apply the SERVQUAL model to the evaluation of postgraduate education service quality,and uses the model research method to focus on whether the SERVQUAL model can be applied in the evaluation of postgraduate education service quality and how to apply it.The research found that the application of SERVQUAL model in the field of postgraduate education service quality is not only feasible,but also has a great application prospect,but in the process of application,the original SERVQUAL model should be revised moderately according to the specific field.Based on the SERVQUAL model,the evaluation model of postgraduate education service quality is constructed,which involves 9dimensions of tangibleness,reliability,empathy,responsiveness,interactivity,development,location,assurance and value,correspondingto 53 specific indexes.Secondly,the evaluation questionnaire of postgraduate education service quality corresponding to the model is compiled,and the empirical research on the quality of postgraduate education service in S University is carried out by using stratified sampling and simple random sampling method.Finally,according to the IPA quadrant analysis chart,the priority of the improvement of graduate education service quality is judged and the improvement strategy is put forward.The results show that the actual perception of the quality of educational service provided by S University is lower than the expected degree,and there are significant differences in the evaluation of educational service quality among the graduate students of different degree types,campus,nationality,mode,grade and affiliated disciplines.By IPA analysis,it is found that the four dimensions of assurance,responsiveness,reliability and empathy in the quality of graduate education service in S University are located in the competitive advantage area;the location dimension is located in the maintenance area;the interaction and tangible dimension is located in the secondary improvement area;and the developmental dimension is located in the priority improvement area.Based on this,S University should give priority to improving the services provided by the developmental,tangible and interactive dimensions by expanding the multi-faceteddevelopment channels of graduate students,strengthening the construction of sexual carriers and widening the channels of academic communication.At the same time,by improving the quality of academic training,establishing service incentive mechanism,establishing student-centered service consciousness,and increasing the preferential intensity of postgraduate travel,we can maintain the service provided by reliability,empathy,assurance and responsiveness dimensions and regard it as a competitive advantage to attract and maintain excellent students.