服务质量、顾客满意与台湾补习学校服务营销研究
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摘要
本案一方面在理论上,探讨补习班学生在期望服务质量、认知服务质量与满意度的影响,另一方面透过资料的分析与实证研究,试图找出学生对补习班期望服务质量、认知服务质量与顾客满意度的关联性,补习教学服务质量与顾客满意度之关系,导致补习学校顾客(学生)流失的主要因素,如何对教育服务过程的质量进行量化评价?如何从顾客满意度改进方面着手,防止好学生流失。影响课外补习中学生顾客满意的主要因素有哪些?各主要影响因素在学生顾客满意度中的权重。
本案从顾客满意度的角度,对补习教育的服务质量进行了评价。给出了评价补习教育服务质量的顾客满意度公式、设计了补习教育服务领域质量评价的差距分析模型和SERVQUAL模型。在补习教育服务质量评价中,利用双因素等重复方差分析模型,研究不同补习学校在补习教育服务质量方面的显着性差异问题,是非常科学有效的,也是十分令人信服的；另一方面也得到结论：对补习教育服务过程的质量评价与评价主体来自哪个年级没有直接关系,也就是说,补习教育服务质量评价中,年纪因素和评价指标因素之间是相互独立的。
在分析影响补习学校学生流失的因素时,得到八大影响因素。即：教学地理位置、教学环境、师资力量、补习内容、教学方式、教学态度、学习成绩、补习学费。研究发现,学生流失是由于上述八种因素中的某个单因素或多个因素单独或共同导致的。
基于DEA理论,对补习学校的顾客满意度组合改进决策进行了研究。通过感知质量和顾客期望的差距的计算,以几所补习学校感知质量与顾客期望的差距为例,论证说明有些补习学校在教学地理位置方面、补习学费、补习内容方面存在着问题,需要就这些问题进行改善或提高；有些补习学校在学校教学环境方面、师资力量方面、教学方式、教学态度方面存在着不足；有些补习学校在提高学生学习成绩方面,需要采取有针对性的措施。
根据预警系统的设计理论,构建了学生满意度预警系统,其内容包括学生满意度预警指针系统,学生满意度预警信号系统,确定顾客满意度预警界限。并就补习学校17个教学满意度预警指标的预警值,进行了计算。指出在有些补习学校服务满意度预警指标中,有些指标的预警状态可能处于劣性状态,补习学校管理者需要针对此种情况,采取强有力的改进措施。这对改善某补习学校营销工作状态有一定的作用。
「营销势」的营造和建设,对补习学校的生存与发展有着举足轻重的意义。补习学校由于其自身定位,生存不易。补习学校在构建自身营销势的同时也需要适时评价分析自身的营销势,借鉴其它补习学校的相应措施和经验,扩大优势,弥补不足,以便整合内外部资源,使营销势不断改善提升。也给出了应用DEA评价补习学校营销势的基本步骤,建立了一套行之有效的补习学校营销势的评价指标体系。
通过研究测算,得出所选取的那所补习学校,其营销管理处于较大风险的状况。通过BP神经网络运算,在评价补习学校营销管理时,选取的评价指标的涵盖面广,内在逻辑性强,数量繁简适中,具有很强的可操作性,能够比较客观和准确地描述补习学校营销管理状况。采用基于BP网络的高校营销组织预警管理模型,能够用来反映补习学校营销预警管理问题。
分析得到了在影响补习学校学生满意度的8大主要因素在信度为0.01水平上的权重分配。在影响补习学校学生满意度的8大主要因素中,在信度为0.01水平上加权综合满意度相对于总体满意度其偏差率均在5%范围内,由此得出,影响补习学校学生满意度的8大因素其权重分配是有效的。
这一研究结论可用于补习学校学生满意度测试,以检查满意度各主要影响因素的绩效状况,以便采取有效措施,充分利用补习学校的资源,改进各因素绩效,提高教学水平和效率,同时提高学生顾客的满意度,让其健康成长,从而促进补习学校健康、快速发展。
The research on one hand explores cram school students'influence on expected service quality, cognitive service quality and satisfaction. On the other hand, through the data analysis and empirical research, it attempts to find out the relevance of students' expected service quality, cognitive service quality and customer satisfaction towards tutorial schools, the relationship between service quality and customer satisfaction of remedial teaching, the main factors resulting in tutorial schools' customers (students) loss, and how to evaluate quantitatively the quality of education services process, how to proceed from the start of improvement of customer satisfaction to prevent the loss of excellent students. Besides, principal elements that effect extra-curricular tutoring high school students'customer satisfaction and their respective weights in comprehensive appraisal have been demonstrated as well.
Beginning from the perspective of customer satisfaction, this paper evaluates service quality of remedial education, brings forth formulas which assess the customer satisfaction of remedial education services, devises the Gap Analysis model and the SERVQUAL model in quality evaluation of remedial education services.Empirical analysis vertifies that it's scientific and effective and convincing to employ two-factor repeated analysis of variance model to study the significant differences of different tutorial schools in remedial education services quality.On the other hand, it also reaches the conclusion that:there is no direct relationship between quality assessment of remedial education services and which grade the evaluation body from, that is, in quality evaluation of remedial education services, the age factor is independent of the evaluation indicators.
While analyzing elements that lead to the loss of tutorial schools students, it gets eight factors. Namely, teaching location, teaching environment, teaching staff, tutorial content, teaching methods, teaching attitudes, grades and tuition fees. The study finds that the loss of students is due to the eight factors mentioned above, which play a single role respectively or multiple roles jointly.
An optimal method of decision-making based on DEA is put forward in view of combination improvement need of various factors which affect the customer satisfaction.By calculating the gap between cognitive quality and customer expectations, and set examples of a few tutorial schools gap to proof that problems do exist in teaching geographical location, tuition fees, tutorial content in some tutorial schools, and improvement&augment on these issues are indispensible; Certain tutorial schools are inadequate in teaching environment, teaching force, teaching methods and teaching attitudes; Some need to take targeted measures to improve students' achievements.
Accordting to the design theory of forecasting&warning system, this paper constructs an early-warning setup of student satisfaction, which consists of early-warning indicator system, early-warning signal system, early-warning system to identify limits of customer satisfaction.On the foundation of the proposed systems above, it computes seventeen early-warning values of teaching satisfaction indicators, and points out that in some tutorial schools early-warning indicators of service satisfaction, the state of certain early-warning indicators may be in poor conditions, tutorial school administrators should adopt effective measures for improvement.This will make a difference in improving the working conditions of tutorial schools marketing.
The construction of Marketing Potential Energy (MPE) is of crucial significance to tutorial schools' survival and development, which is not easy owing to its self-localization.Tutorial schools need a timely evaluation and analysis of their own MPE as well as to build their own MPE, learning from other schools the corresponding remedial measures and experiences to expand the advantages, make up for the weaknesses. Such actions would integrate internal and external resources to enable marketing potential enhanced continuously.This study also gives the basic steps to apply DEA to appraise tutorial schools' MPE, creates a set of effective and powerful MPE evaluation index system.
By estimating, the research obtains situations of the selected tutorial school, which marketing management is at a greater risk.When we evaluate marketing management of tutorial schools, by means of BP neural network theory, the selected appraisal indicators are of a wide coverage, strong internal logic, moderate index numbers and powerful operability, whic can be more objective and accurate to describe the marketing management condition of tutorial schools. BP-based early-warning management model of universities marketing organization can be used to reflect tutorial schools' early-warning management problems of school marketing.
On the reliability level of0.01, weight distribution of the eight major factors mentioned above has been identified. Among the eight principal factors, on the reliability level of0.01, the error rate of weighted comprehensive satisfaction in relation to overall satisfaction is within5%.Therefore, it's natural to conclude that eight major factors'weight distribution is valid.
Findings of this study can be used for students satisfaction test to check the performance of the main factors influence satisfaction.Accordingly, school administrators could take effective measures to make full use of the resources of tutorial schools, better the conditions of various factors, heighten teaching standards and efficiency, and simultaneously, elevate the student customer satisfaction, which would let them grow up healthy. Thereby, it would ultimately contribute to tutorial schools' healthy and rapid development.
本案从顾客满意度的角度,对补习教育的服务质量进行了评价。给出了评价补习教育服务质量的顾客满意度公式、设计了补习教育服务领域质量评价的差距分析模型和SERVQUAL模型。在补习教育服务质量评价中,利用双因素等重复方差分析模型,研究不同补习学校在补习教育服务质量方面的显着性差异问题,是非常科学有效的,也是十分令人信服的；另一方面也得到结论：对补习教育服务过程的质量评价与评价主体来自哪个年级没有直接关系,也就是说,补习教育服务质量评价中,年纪因素和评价指标因素之间是相互独立的。
在分析影响补习学校学生流失的因素时,得到八大影响因素。即：教学地理位置、教学环境、师资力量、补习内容、教学方式、教学态度、学习成绩、补习学费。研究发现,学生流失是由于上述八种因素中的某个单因素或多个因素单独或共同导致的。
基于DEA理论,对补习学校的顾客满意度组合改进决策进行了研究。通过感知质量和顾客期望的差距的计算,以几所补习学校感知质量与顾客期望的差距为例,论证说明有些补习学校在教学地理位置方面、补习学费、补习内容方面存在着问题,需要就这些问题进行改善或提高；有些补习学校在学校教学环境方面、师资力量方面、教学方式、教学态度方面存在着不足；有些补习学校在提高学生学习成绩方面,需要采取有针对性的措施。
根据预警系统的设计理论,构建了学生满意度预警系统,其内容包括学生满意度预警指针系统,学生满意度预警信号系统,确定顾客满意度预警界限。并就补习学校17个教学满意度预警指标的预警值,进行了计算。指出在有些补习学校服务满意度预警指标中,有些指标的预警状态可能处于劣性状态,补习学校管理者需要针对此种情况,采取强有力的改进措施。这对改善某补习学校营销工作状态有一定的作用。
「营销势」的营造和建设,对补习学校的生存与发展有着举足轻重的意义。补习学校由于其自身定位,生存不易。补习学校在构建自身营销势的同时也需要适时评价分析自身的营销势,借鉴其它补习学校的相应措施和经验,扩大优势,弥补不足,以便整合内外部资源,使营销势不断改善提升。也给出了应用DEA评价补习学校营销势的基本步骤,建立了一套行之有效的补习学校营销势的评价指标体系。
通过研究测算,得出所选取的那所补习学校,其营销管理处于较大风险的状况。通过BP神经网络运算,在评价补习学校营销管理时,选取的评价指标的涵盖面广,内在逻辑性强,数量繁简适中,具有很强的可操作性,能够比较客观和准确地描述补习学校营销管理状况。采用基于BP网络的高校营销组织预警管理模型,能够用来反映补习学校营销预警管理问题。
分析得到了在影响补习学校学生满意度的8大主要因素在信度为0.01水平上的权重分配。在影响补习学校学生满意度的8大主要因素中,在信度为0.01水平上加权综合满意度相对于总体满意度其偏差率均在5%范围内,由此得出,影响补习学校学生满意度的8大因素其权重分配是有效的。
这一研究结论可用于补习学校学生满意度测试,以检查满意度各主要影响因素的绩效状况,以便采取有效措施,充分利用补习学校的资源,改进各因素绩效,提高教学水平和效率,同时提高学生顾客的满意度,让其健康成长,从而促进补习学校健康、快速发展。
The research on one hand explores cram school students'influence on expected service quality, cognitive service quality and satisfaction. On the other hand, through the data analysis and empirical research, it attempts to find out the relevance of students' expected service quality, cognitive service quality and customer satisfaction towards tutorial schools, the relationship between service quality and customer satisfaction of remedial teaching, the main factors resulting in tutorial schools' customers (students) loss, and how to evaluate quantitatively the quality of education services process, how to proceed from the start of improvement of customer satisfaction to prevent the loss of excellent students. Besides, principal elements that effect extra-curricular tutoring high school students'customer satisfaction and their respective weights in comprehensive appraisal have been demonstrated as well.
Beginning from the perspective of customer satisfaction, this paper evaluates service quality of remedial education, brings forth formulas which assess the customer satisfaction of remedial education services, devises the Gap Analysis model and the SERVQUAL model in quality evaluation of remedial education services.Empirical analysis vertifies that it's scientific and effective and convincing to employ two-factor repeated analysis of variance model to study the significant differences of different tutorial schools in remedial education services quality.On the other hand, it also reaches the conclusion that:there is no direct relationship between quality assessment of remedial education services and which grade the evaluation body from, that is, in quality evaluation of remedial education services, the age factor is independent of the evaluation indicators.
While analyzing elements that lead to the loss of tutorial schools students, it gets eight factors. Namely, teaching location, teaching environment, teaching staff, tutorial content, teaching methods, teaching attitudes, grades and tuition fees. The study finds that the loss of students is due to the eight factors mentioned above, which play a single role respectively or multiple roles jointly.
An optimal method of decision-making based on DEA is put forward in view of combination improvement need of various factors which affect the customer satisfaction.By calculating the gap between cognitive quality and customer expectations, and set examples of a few tutorial schools gap to proof that problems do exist in teaching geographical location, tuition fees, tutorial content in some tutorial schools, and improvement&augment on these issues are indispensible; Certain tutorial schools are inadequate in teaching environment, teaching force, teaching methods and teaching attitudes; Some need to take targeted measures to improve students' achievements.
Accordting to the design theory of forecasting&warning system, this paper constructs an early-warning setup of student satisfaction, which consists of early-warning indicator system, early-warning signal system, early-warning system to identify limits of customer satisfaction.On the foundation of the proposed systems above, it computes seventeen early-warning values of teaching satisfaction indicators, and points out that in some tutorial schools early-warning indicators of service satisfaction, the state of certain early-warning indicators may be in poor conditions, tutorial school administrators should adopt effective measures for improvement.This will make a difference in improving the working conditions of tutorial schools marketing.
The construction of Marketing Potential Energy (MPE) is of crucial significance to tutorial schools' survival and development, which is not easy owing to its self-localization.Tutorial schools need a timely evaluation and analysis of their own MPE as well as to build their own MPE, learning from other schools the corresponding remedial measures and experiences to expand the advantages, make up for the weaknesses. Such actions would integrate internal and external resources to enable marketing potential enhanced continuously.This study also gives the basic steps to apply DEA to appraise tutorial schools' MPE, creates a set of effective and powerful MPE evaluation index system.
By estimating, the research obtains situations of the selected tutorial school, which marketing management is at a greater risk.When we evaluate marketing management of tutorial schools, by means of BP neural network theory, the selected appraisal indicators are of a wide coverage, strong internal logic, moderate index numbers and powerful operability, whic can be more objective and accurate to describe the marketing management condition of tutorial schools. BP-based early-warning management model of universities marketing organization can be used to reflect tutorial schools' early-warning management problems of school marketing.
On the reliability level of0.01, weight distribution of the eight major factors mentioned above has been identified. Among the eight principal factors, on the reliability level of0.01, the error rate of weighted comprehensive satisfaction in relation to overall satisfaction is within5%.Therefore, it's natural to conclude that eight major factors'weight distribution is valid.
Findings of this study can be used for students satisfaction test to check the performance of the main factors influence satisfaction.Accordingly, school administrators could take effective measures to make full use of the resources of tutorial schools, better the conditions of various factors, heighten teaching standards and efficiency, and simultaneously, elevate the student customer satisfaction, which would let them grow up healthy. Thereby, it would ultimately contribute to tutorial schools' healthy and rapid development.
引文
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