公共服务接受者满意度指数模型研究
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摘要
本文在对服务和物品的区别进行研究的基础上,对传统的公共物品理论进行了补充,明确区分了公共服务与公共物品的概念。公共服务与公共物品在生产和提供各个方面存在差异,仅用非竞争性和非排他性不足以揭示公共服务的本质,还应增加有／无形性这一维度来区别公共物品和公共服务。
本文在借鉴国内国外研究成果的基础上,提出公共服务领域分类的设想。并重点选取政府服务类、医疗卫生类、教育类、公共交通类、社会保障5个类别的5个行业进行研究。论证了构建公共服务接受者满意度模型的必要性和可行性；指出了我国目前公共服务接受满意度测评的特点与局限；分析了公共服务满意度的前置因素和后向结果,初步建立了行政服务、医院患者、义务教育、公共交通、就业服务5个行业的服务接受者满意度指数模型,这些模型既有共同的结构变量,又内嵌具有行业特点的质量因子。
本文采用大样本抽样方法,开展问卷调查,其中在辽宁省义务教育顾客满意度问卷调查中采用RDD随机电话拨号技术,减少了抽样误差。采用结构方程建模方法,对调查数据进行多元分析,分析和检验结果显示,实际调查数据与理论模型拟合较好。在分别对5个行业满意度模型进行实证研究基础上,构建了公共服务接受者满意度指数的一般模型,并对模型应用提出具体建议。
本研究初步证明了顾客满意度理论及其测量模型在我国公共服务领域应用的可行性,得出的各行业公共服务满意度指数可以作为评估各公共服务行业和单位服务绩效的指标；所建立的各行业公共服务满意度指数模型可以为政府服务、医疗卫生、教育、公共交通、就业服务等部门的服务改进提出战略性建议,也可以为建立适合中国国情的公共服务满意度指数模型积累经验。
经过验证后的各公共服务行业顾客满意度指数模型均拟合较好；除就业服务满意度指数模型外,其他模型各结构变量中感知质量对满意度的正向影响最大；顾客满意→顾客信任→顾客承诺→顾客忠诚的路径系数均为接近1的正数,说明满意度的确对这些变量具有较重要的正向影响。顾客期望和组织形象对顾客满意的影响因行业不同而不同,具有一定的不确定性,尚待进一步研究。
不同行业模型有必要设定具有本行业特点的特殊质量因子,这些质量因子对的感知质量具有重要影响,对揭示各行业公共服务质量存在的问题具有指导意义。计算得出各行业顾客满意度指数及排名可以反映各部门绩效的实际情况,结果显示辽宁省和沈阳市各公共服务行业的顾客满意度水平总体偏低。
The thesis supplemented the traditional Public Goods theory on the base of the differences of services and tangible products, the differences of public services and public products were highlighted. There are obvious differences in several aspects between public services and public products, it couldn't be explained just by nonrrvalry and nonexcludablity. A dimension of tangibility/non-tangibility should be added.
After the literatures were reviewed, the thesis put forward a taxonomy of public services. The industries including government services, health care, education, public transportation and employment service were selected as research domians. The necessarity and feasibility of construction of Public Services Satisfaction Model was demonstrated. The limitation and defects of the state arts of Public Services Satisfaction measurement were analysed. The antecedents and conquences of Public Services Satisfaction were analysed, and Public Services Satisfaction indexs models of administrative service, health care, education, public transportation and employment service were established. All of the models contained both common structural variables and some special quality factors.
The large samples surveying was use in each sub-project, for example the RDD and CATI were applied in surveying of Customer Satisfaction of Compulsory Education, the sampling errors was reduced and controlled. The Structural Equation Modeling was applied to the survey data, the results shown that the good-ness fit indexes were quite reasonable. Based on the validated models of 5 publc service industries, a general model of Public Services Satisfaction was proposed, some suggestions about model application were given.
The application feasibility of Customer Satisfaction Theory and its Measurement Model in public service areas was demonstrated. The resulting scores of Public Satisfaction in each industry could be used as performance measures, and the model validated could used to give strategic suggestions about quality improvement.
All the validated models were fitted good, the perceived quality have largest positive effect on customer satisfaction except the Employment Service Model. The path parameters of Customer Satisfaction→Customer Trust→Customer Commitment →Customer Loyalty are near 1, shown that the Satisfaction do have very important influences to these factors. The effects size of Customer Expectation and Organization Image to Satisfaction were varied depend on industries, it should be explored in future.
It is necessary set special quality factors in each industry; they have important effects to customer satisfaction and could reveal the defects of service quality. The Satisfaction Index Scores shown the performance of each industry, organization, even units, it shown that the performances are some low in Liaoning and Shenyang Public Services.
本文在借鉴国内国外研究成果的基础上,提出公共服务领域分类的设想。并重点选取政府服务类、医疗卫生类、教育类、公共交通类、社会保障5个类别的5个行业进行研究。论证了构建公共服务接受者满意度模型的必要性和可行性；指出了我国目前公共服务接受满意度测评的特点与局限；分析了公共服务满意度的前置因素和后向结果,初步建立了行政服务、医院患者、义务教育、公共交通、就业服务5个行业的服务接受者满意度指数模型,这些模型既有共同的结构变量,又内嵌具有行业特点的质量因子。
本文采用大样本抽样方法,开展问卷调查,其中在辽宁省义务教育顾客满意度问卷调查中采用RDD随机电话拨号技术,减少了抽样误差。采用结构方程建模方法,对调查数据进行多元分析,分析和检验结果显示,实际调查数据与理论模型拟合较好。在分别对5个行业满意度模型进行实证研究基础上,构建了公共服务接受者满意度指数的一般模型,并对模型应用提出具体建议。
本研究初步证明了顾客满意度理论及其测量模型在我国公共服务领域应用的可行性,得出的各行业公共服务满意度指数可以作为评估各公共服务行业和单位服务绩效的指标；所建立的各行业公共服务满意度指数模型可以为政府服务、医疗卫生、教育、公共交通、就业服务等部门的服务改进提出战略性建议,也可以为建立适合中国国情的公共服务满意度指数模型积累经验。
经过验证后的各公共服务行业顾客满意度指数模型均拟合较好；除就业服务满意度指数模型外,其他模型各结构变量中感知质量对满意度的正向影响最大；顾客满意→顾客信任→顾客承诺→顾客忠诚的路径系数均为接近1的正数,说明满意度的确对这些变量具有较重要的正向影响。顾客期望和组织形象对顾客满意的影响因行业不同而不同,具有一定的不确定性,尚待进一步研究。
不同行业模型有必要设定具有本行业特点的特殊质量因子,这些质量因子对的感知质量具有重要影响,对揭示各行业公共服务质量存在的问题具有指导意义。计算得出各行业顾客满意度指数及排名可以反映各部门绩效的实际情况,结果显示辽宁省和沈阳市各公共服务行业的顾客满意度水平总体偏低。
The thesis supplemented the traditional Public Goods theory on the base of the differences of services and tangible products, the differences of public services and public products were highlighted. There are obvious differences in several aspects between public services and public products, it couldn't be explained just by nonrrvalry and nonexcludablity. A dimension of tangibility/non-tangibility should be added.
After the literatures were reviewed, the thesis put forward a taxonomy of public services. The industries including government services, health care, education, public transportation and employment service were selected as research domians. The necessarity and feasibility of construction of Public Services Satisfaction Model was demonstrated. The limitation and defects of the state arts of Public Services Satisfaction measurement were analysed. The antecedents and conquences of Public Services Satisfaction were analysed, and Public Services Satisfaction indexs models of administrative service, health care, education, public transportation and employment service were established. All of the models contained both common structural variables and some special quality factors.
The large samples surveying was use in each sub-project, for example the RDD and CATI were applied in surveying of Customer Satisfaction of Compulsory Education, the sampling errors was reduced and controlled. The Structural Equation Modeling was applied to the survey data, the results shown that the good-ness fit indexes were quite reasonable. Based on the validated models of 5 publc service industries, a general model of Public Services Satisfaction was proposed, some suggestions about model application were given.
The application feasibility of Customer Satisfaction Theory and its Measurement Model in public service areas was demonstrated. The resulting scores of Public Satisfaction in each industry could be used as performance measures, and the model validated could used to give strategic suggestions about quality improvement.
All the validated models were fitted good, the perceived quality have largest positive effect on customer satisfaction except the Employment Service Model. The path parameters of Customer Satisfaction→Customer Trust→Customer Commitment →Customer Loyalty are near 1, shown that the Satisfaction do have very important influences to these factors. The effects size of Customer Expectation and Organization Image to Satisfaction were varied depend on industries, it should be explored in future.
It is necessary set special quality factors in each industry; they have important effects to customer satisfaction and could reveal the defects of service quality. The Satisfaction Index Scores shown the performance of each industry, organization, even units, it shown that the performances are some low in Liaoning and Shenyang Public Services.
引文
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