国外高等教育服务质量SERVQUAL模型研究及其启示

Researches of Service Quality of Foreign Higher Education Through SERVQUAL Model and Its Enlightenment

高等教育具有无形性,异质性,不可分离性,多变性,不可贮存性,及顾客(学生)参与服务过程等服务产业的所有特征。然而与其他服务产业相比,高等教育服务质量的研究相对被忽视。本文对国外学者利用SERVQUAL模型研究高等教育服务质量进行文献综述,同时认为,国外学者的研究有如下几个特点。第一,认为高等教育服务是高等教育的基本产出之一,学生是高等教育中最重要的利益相关者;第二,PZB的服务质量差距分析模型是高等教育SERVQUAL测量的理论基础,高等教育服务质量、学生满意度和学生行为倾向之间存在相关关系;第三,SERVQUAL方法适用于各个类型、层次的高等教育服务质量测量,但必须对其维度及其指标进行修正;第四,SERVQUAL测评是院校研究的一种手段,可以提高大学在市场中的竞争力。

Higher education possesses all the characteristics of service industry,i.e.,intangible,heterogeneous,inseparable,variable,perishable,and the customers(students)participating in the service process.However,compared with other service industry,the research into the service quality of higher education is relatively neglected.This article makes the literature reviews about service quality of foreign higher education through SERVQUAL model,and finds the characteristics of the research as follows:first,they consider that higher education service is the basic product of higher education,and the students are the most important takeholders in higher education;second,GAP analysis model of PZB's service quality is the theoretical foundation of higher education SERVQUAL measurement,and there is a significant correlation among service quality of higher education,students' satisfaction,and the intention of students' behaviour;third,SERVQUAL Model can be used as an instrument of service quality measurement in various levels and types of higher education,but the dimensions and targets need to be modified;fourth,SERVQUAL evaluation is a method of institution research,and it can strengthen university's competitive ability in the market.