| Rural public culture is the basis of the development of China’s cultural undertakings.It has an important impact on the spiritual and cultural quality of life of rural residents.In recent years,with the country’s high attention to the field of rural public services,most areas of China have basically formed a network system of public cultural facilities covering urban and rural areas,and the system framework of public cultural services has been basically established.However,on the whole,there are still many problems in the supply of public cultural services in rural areas,especially in western rural areas.For example,the public cultural services provided by the government do not match the actual needs of residents,which makes some rural residents unable to enjoy high-quality public cultural resources.Therefore,to effectively understand the actual cultural needs of farmers and comprehensively integrate and improve rural public cultural resources is the top priority to protect the legitimate rights and interests of farmers.On February 12,2018,General Secretary Xi visited Zhanqi village in Pidu district and proposed to attach great importance to the development process of Rural Revitalization in Pidu district and ensure that the public cultural services in Pidu District,especially in rural areas,are "at the forefront and good demonstration".Therefore,this paper selects Pidu district as the research object to explore the public cultural service satisfaction of rural residents in Pidu district.Firstly,through reading a large number of literature,this study determines the research theory of this paper: new public service theory and customer satisfaction theory.Then,from the perspective of rural residents’ satisfaction,this paper constructs the research model of this paper,namely ACSI model,based on the American customer satisfaction index model.Combined with the actual situation of rural public cultural services in Pidu District,this paper reasonably selects the measurement variables of public satisfaction,that is,public expectation and perceived quality as independent variables and public satisfaction as dependent variables to construct the public satisfaction model of public cultural services,And scientifically design evaluation indicators to form a questionnaire.After obtaining the questionnaire data,this paper uses SPSS20.0 software tested the reliability and validity of the questionnaire.Secondly,AMOS19.0 fit the model to verify the research hypothesis of this paper: first,the relationship between public expectation and public satisfaction is negatively correlated,and hypothesis 1 is not tenable.Second,the relationship between public expectation and perceived quality is positively correlated,hypothesis 2 is true.Third,the relationship between perceived quality and public satisfaction is positively correlated,hypothesis 3 is true.Finally,through the calculation of the average score of satisfaction and combined with the standardized path coefficient of the model,the research results of this paper are as follows: at present,the rural residents in Pidu district have a great influence on the rural public cultural service facilities and venue environment;The richness of cultural activities;Overall satisfaction of the village cultural center;The professional satisfaction of rural public cultural service personnel needs to be improved.Therefore,according to the research results,this study proposes to strengthen the construction of grass-roots cultural positions and optimize the service quality;Cultivate the endogenous power of rural public cultural service supply;Establish and improve a scientific and reasonable guarantee mechanism for rural public cultural services;Improve the performance appraisal system,consolidate the construction of talent team and other countermeasures and suggestions to improve the satisfaction of rural public cultural services in Pidu district. |
