A机构消费者的感知服务质量提升策略研究.docxVIP

PAGE PAGE 26 A机构消费者的感知服务质量提升策略研究 Research on the Improvement Strategy of Consumer’s Perception of Service Quality in A Institutions 摘 要 教育不仅是关乎国计民生的百年大计。尤其是最近几年，随着社会竞争的加剧，家长对孩子的教育越来越重视。因此教育补习机构产业掘地而起，兴起的同时各机构竞争大，服务质量成为核心竞争力量。如何提升感知服务质量，成为了机构重点关注的事情。本文通过对机构的感知服务质量方面进行研究，以A机构的家长和学生作为研究对象，以调查问卷的形式进行，从教师职业操守、教学方式、机构服务承诺、辅导效果、教学环境、个性化服务、课程内容、机构地理位置、收费等方面对感知服务的有形性，移情性，可靠性，响应性和保证性这五个维度进行调查。 经调查研究，大部分学生对机构的环境卫生和老师的教学方式满意，大部分家长对机构老师的仪容仪表和机构的地理位置满意。其中教学、师资、环境是大部分家长选择机构的标准。同时也发现只有近一半的学生能完全理解老师上课的内容和有少数老师上课没有专心教学，做着与教学无关的事情和一些家长建议机构师资可以公开透明等主要问题。针对以上问题，本文为A机构提供个人的一些建议，进行五个方面的提升：提升可靠性，可以建立优质队伍，定期培训，提升教师素养等；提升有形性，增加一个题目解答区域，手机APP设备更新等；提升保证性，提高个性化服务，加强个性化教案设置等；提升移情性，遵守承诺，为学生提供适合的课程；提升响应性，制定反馈制度和定期开展学生对老师及时解答调查。 关键词：感知服务质量 个性化 A机构 Abstart Education is not only a hundred-year plan related to the national economy and peoples livelihood. Especially in recent years, with the intensification of social competition, parents pay more and more attention to their childrens education. Therefore, the industry of educational tutorial institutions has sprung up, and at the same time, there is great competition among various institutions, and the quality of service has become the core competitive force. How to improve the perceived service quality has become the focus of the organization. In this paper, through the research on the perceived service quality of the institution, taking the parents and students of institution An as the research object, in the form of questionnaire, from the aspects of teachers professional ethics, teaching methods, institutional service commitment, tutoring effect, teaching environment, personalized service, curriculum content, institutional geographical location, fees and so on, the perceptual service is visible, empathy and guarantee. The five dimensions of responsiveness and reliability were investigated. After investigation and research, most of the students are satisfied with the environmental hygiene of the institution and the teaching methods of th