Research On The Perceived Service Quality Of The WeChat Public Platform Of HNYY Vocational College

With the continuous development of Internet plus,WeChat has been popularizing in people's life rapidly as a self-media.WeChat Public Platform has also been applied to all aspects of social life as an important function of WeChat.With the transformation of education informatization in China,colleges and universities are actively exploring new ways of informatization management education.The WeChat Public Platform of colleges and universities is an official self-media platform besides the school's official website,Weibo,school newspaper and so on.Same as the traditional media,it undertakes the responsibilities of "news information release,cultural value guidance,image promotion and publicity".There have been more than 110,000 Wechat Public Platforms of colleges and universities in China so far.The Wechat Public Platform has a significant influence on the management and publicity of colleges and universities.However,whether the Wechat Public Platform of colleges and universities can be operated for a long time and play its important role depends on whether users are satisfied with its quality of service.Taking the Wechat Public Platform of HNYY Vocational College as an example,this paper takes its quality of service as the object of study and carries out in-depth investigation and analysis.This paper firstly gives a brief overview of the research on Wechat and quality of service,and further explores the theoretical system of Wechat Public Platform's service quality.Through the introduction of The Gaps Model of Service Quality and SERVQUAL Model,it analyses the applicability of SERVQUAL Model to the Wechat Public Platform of colleges and universities,and finally makes appropriate adjustments to the SERVQUAL Model Scale by combining with the characteristics of the Wechat Public Platform and the quality of service perceived by users to determine the evaluation index system of the service quality of universities' Wechat Public Platform.Subsequently,the operation situation of Wechat Public Platform in HNYY Vocational College is analyzed in detail.According to the background operational data,some existing problems are found.In order to further explore the basic reasons of the problems,on the basis of the five dimensions of SERVQUAL Model,finally 25 index systems of five dimensions are determined by combining with the characteristics of Wechat Public Platform.The questionnaire is designed based on the 25 index systems.After pre-survey,investigation and in-depth on-site interviews,the gaps of service quality of Wechat Public Platform in HNYY Vocational College is analyzed in detail according to the data results of gaps of service quality.It is concluded that the service quality of Wechat Public Platform in HNYY Vocational College has not satisfied the users,among which there is a big gap in tangibility,responsiveness and empathy.Although the gap is not big in other dimensions,there are still some areas needing improvement.Finally,according to the analysis of the data,this paper explores the causes of the problems in the service quality of Wechat Public Platform in HNYY Vocational College,and puts forward targeted suggestions and countermeasures by combining the reasons.