Promoting Strategy For Service Quality In The Finance Department Of A University

We are now in the service economy society,service permeates in every aspect of economic life.In 2017,the State Council issued Opinions on Deepening the Reform of the Education System and Mechanism,stressing that colleges and universities should deepen the administration of decentralization,combine management,optimize service reform.With the implementation of the policy of "decentralization,administration and service" in colleges and universities,higher education is faced with the urgent requirement of improving service quality.In the midst of serving the economy and society,as an invisible service department,the financial department of A university has increasingly highlighted the added value of services,which not only provides intellectual labor but also emotional labor.Services have become an inseparable part of daily work.With the development of technology,in addition to the role of human,the acceptance of financial information system by the audience also affects the service quality.Insufficient service supply,lack of detailed reimbursement rules and poor user experience of the financial system are the practical problems faced by the financial department of A university.Under this background,it is very necessary to use the mature theories related to service marketing and form the research on the service quality improvement strategy of the financial department through rational analysis,which is of significant guiding significance to the financial practice.In this article,through further analysis of the theoretical achievements in the field of service quality,based on the improvement and adaptation of SERVQUAL model and technology acceptance model maturity scale,and utilization of such five dimensions as tangibility,reliability,responsiveness,assurance,empathy,and two indicators such as perceived usefulness,ease of use to form financial department service quality evaluation scale,service quality perception questionnaire for A university finance department is compiled.Corresponding to the practical problems raised in the first part of this paper,the paper is aimed to integrate the service quality gap model of five gaps in service delivery process,using statistical software SPSS25.0 and regression equation model as well as combining with the descriptive statistical analysis results,finally forms a specific path to improving the service quality of the financial department.Based on the introduction of A university and its financial department and the regression analysis of service quality to technical acceptance,this paper finds out the spe-cific problems of service quality and draws the following conclusions:1.Technical acceptability of service objects has a positive impact on service quality perception.Perceived usefulness and ease of use have significant guiding significance to service quality management of service vendors.In order to improve the perceived service quality of service objects,the financial department should improve the usefulness and ease of use of the online reimbursement system and improve the impact of technology on user experience.2.In the technology acceptance model,perceived usefulness contributes more to financial service quality than perceived ease of use.This means that if the financial department of A university wants to improve the service quality quickly and effectively,it should focus on the usefulness of technology and improve the usefulness of the application module and business scope of the online reimbursement system.3.Perceived usefulness and perceived ease of use in the technology acceptance model have moderating effects between male and female service objects.Male service objects pay more attention to the business scope,system function and other useful indicators of the online reimbursement system.Female service objects pay more attention to the operation difficulty of the online reimbursement system,whether there is a clear and easy to understand user manual and other usability indicators.The innovation of this paper is that SERVQUAL model,technology acceptance model and service quality gap model are combined to serve as the index of service quality evaluation.Starting from the service process,the technical quality and functional quality of financial output are monitored throughout the whole process,and the interaction between service individuals and service objects is observed.