Perception Of Service Elements In Colleges And Universities Based On Knowledge Graph

The construction of "double first-class" universities in China promotes the overall improvement of the service quality of universities.In order to run a satisfactory education for the people,managers need to fully understand the needs of education consumers with students as the main body for higher education services.In the context of Internet big data,the online community,as a platform for users to share experiences and opinions freely,has accumulated a large number of text data on the topic of universities,which contains evaluations and suggestions of student-based social groups on higher education services.These evaluations and suggestions involve rich service attributes of universities.Using web text to explore the most concerned service attributes can provide reference for the management and optimization of higher education service quality,provide a basis for the improvement of university service evaluation system,and promote the comprehensive strength of universities in China.This study is based on the perspective of service audience.It takes Xi'an Jiaotong University,Northwestern Polytechnical University,Xidian University,Chang'an University,Shaanxi Normal University,and Northwest University as research objects,and uses the proposed knowledge graph-based research methods to determine and analyze higher education service attributes and its conceptual framework.Firstly,Using a Python program to obtain the online question and answer texts from Zhihu(www.zhihu.com)as the research data,and data preprocessing is completed with custom dictionary,text rules and natural language processing technology.Secondly,the university knowledge graphs are constructed according to the process of entity recognition,relation extraction and knowledge fusion,and they are stored in the Neo4j graph database,and the methods used in each step are explained.Thirdly,based on the universities knowledge graphs,this study uses the node semantic clustering method based on word vector and K-Means algorithm combined with content analysis to determine the higher education service attributes and their conceptual framework.The results include 19 service attributes under six dimensions:learning conditions,living conditions,campus scenery,brand building,surrounding environment,postgraduate entrance examination and employment,which can provide scientific reference for improving the management and evaluation of service quality in universities.Finally,according to the service attribute framework,a measurement model of the importance of service attributes is constructed with the characteristics of network nodes and the indicators of text data,and the importance,similarity,and overall characteristics of the service attributes are analyzed.The results show that,compared with the service attributes involved in traditional surveys and studies,the service attributes most concerned by consumers have obvious advantages in highlighting university characteristics and recessive attributes,diversifying,and being close to current problems and needs.According to the analysis results,this study puts forward corresponding suggestions to universities and related government departments.For university managers,in the process of managing and optimizing higher education service quality,they should give full play to the characteristics of the school and pay attention to brand building,improve the content of services to meet emerging needs,strengthen school-enterprise cooperation and improve the level of employment,follow the trend of postgraduate entrance examination and pay attention to the needs of graduate students.For related government departments,when giving play to the guiding role of higher education service evaluation,the existing assessment system should be improved from three aspects:guiding universities to give play to their unique advantages,guiding universities to meet diverse needs,and guiding universities to guarantee entrance and employment.