高等教育顾客感知价值

The Concept of Customer Perceived Value in Higher Education

就顾客预期价值而言,在学生没有进入高校学习之前,大部分学生会基于对学校的了解和对专业的认识,对自己在读书期间、毕业以后的可能获得进行心理上的评估和分析并最终结合自己的目标和需求形成预期价值。只有当学生认为自己的预期回报高于付出,学生才会支付学费、接受教育。顾客预期价值在时间上是先于顾客感知价值而存在的,它具有极强的不确定性和不准确性。学生所感知到的利益是基于高等教育的功能价值、结果价值、情感价值和发展价值。学生的感知价值具有如下特点:第一,极强的主观性。不同学生对于同一教学活动或教学行为的价值感知存在差异,而这种差异实际上取决于学生对其意义的表征。第二,学生的感知价值是变化、发展的。同一学生在不同阶段的感知价值存在差异。学生的感知价值是一个变化的连续过程,具有动态性和长期性。第三,层次性。学生感知高校的基础是学校的外部环境及内在质量,但由此产生的感知价值具有多样性和差异性。学生感知价值的层次性特点为高校提出了难题。

The Concept of Customer Perceived Value(CPV),which comes from management marketing,is essentially apsychological subjective perception.In the General Agreement on Trade in Services,education is classified as a service sector while students are direct customers of higher education in the provision of teaching services.The perceived value of a student is determined by perceived benefit and perception and is influenced by the expected value.In terms of customer anticipation value(CAV),before the students enter the university,most of the students would be based on the understanding of the school and the professional knowledge,while in their study period,and after graduation may psychologically evaluate and analyze it,and ultimately combine their goals and needs to form the expected value.In fact,students will only pay tuition and receive education only if they think that their expected reward is higher than the pay.It has very strong uncertainty and inaccuracy.Perceived Benefits refers to the subjective perception of all that students have gained in their higher education and their utility.This perception is affected in many ways.In fact,the perceived value of the student(customer)is a perception of whether the product and the service meet their interests and requirements.Students usually perceive the benefits based on the function of the value of education,the value of the results,emotional value and development value.The so-called functional value mainly refers to the university's external environment and the internal quality of the value of perception.Namely,teaching facilities,teaching resources and the value of perception.The so-called ' value of teaching' mainly includes students of educational products,producers,teaching services and teaching the value of thinking.The so-called value of the first refers not only to the result of higher education after the career opportunities and choices,but also to the education network to build relationships.The so-called emotional value refers not only tothe students in learning to feel the love and respect,but also to the school's sense of pride and belonging.The so-called development value refers to the students as the spiritual products and the shape of the personality,spiritual satisfaction,human development.Perceived pay(Perceived Sacrifices)mainly includes capital investment and non-capital investment.Non-capital investment includes students' time input,and energy(physical)investment.Here,the capital investment refers to college students' process of receiving higher education to spend the sum of all kinds of funds.The so-called time cost is the time for students to study at the university.Energy(physical)input refers to the intellectual and physical input for learning,and their own attention and effort.The perceived value of students has the following characteristics:First,the perceived value of students with a strong subjectivity.Subjectivity refers to different students for the same teaching activities or teaching behavior value perception differences.This difference actually depends on the student's representation of its meaning.Second,the perceived value of students is changing and developing.Change refers to the development of the same students in different stages and periods of perceived value differences.The perceived value of students is a continuous process of change,with dynamic and long term.The third student's perceived value needs to be hierarchical.The basis of students perceived value of the university is the school's external environment and internal quality.Thus,the perceived value is characterized by diversity and diversity.This level of perceived value of the characteristics of the university raises the problem.