数字科技馆服务质量评价模型构建及应用——基于中国数字科技馆的实证研究

The Construction and Application of Service Quality Evaluation Model of Digital Science and Technology Museum

本文以中国数字科技馆为实证研究对象,基于SERVQUAL等理论构建以用户体验为核心、突出教育性意义的数字科技馆服务质量评价概念模型,并采用探索性因子分析和结构方程模型分析等统计分析方法对模型进行修正和验证。最后将所构建的模型运用于实践以评价中国数字科技馆的服务质量。研究发现:服务效果、教育作用、情感性(移情性)和环境特征这四个潜变量对用户的主观体验有显著影响,各潜变量之间均呈两两正相关关系,理论模型与观测变量之间拟合效果较好;中国数字科技馆的整体服务质量(SQ)得分较高,尤其是在服务效果和环境建设方面,而在人性化服务和个性化服务等情感性维度方面得分相对较低。此外,用户因年龄、性别、学历等特征变量不同导致在服务效果、教育效果、情感态度等方面的体验上存在显著性差异,表明数字科技馆在注重资源、环境、技术等硬件环境的同时,还需对用户的群体特征和个性化需求予以重视。

Taking China Digital Science and Technology Museum as the research object, based on SERVQUAL and other theories, this study employed a digital science and technology museum service quality evaluation conceptual model with user experience as the core and highlighted educational significance, and adopted statistical analysis methods such as exploratory factor analysis and structural equation model analysis to correct and verify the model. Afterwards, the constructed model could be taken into practice to evaluate the service quality of China Digital Science and Technology Museum. The results showed that the four latent variables of service effect, educational effect, affective ( empathy ) and environmental characteristics have significant effects on the experience of users. The two pairs of positive correlations between the latent variables, and the fitting effect between the observation variables and the theoretical model is fine;on the other hand, the overall service quality ( SQ ) scores of China Digital Science and Technology Museum is higher, particularly in the two dimensions of service effect and environmental setting, while in humanized services and personalized services, the score on the emotional dimension is relatively low. In addition, users' experience showed significant differences in service experience, educational effects, emotional attitudes, etc. due to different demographics such as age, gender, and educational qualifications, indicating that while pays attention to resources, environment, technology and other infrastructures,the digital science and technology museum also needs to consider about user's group characteristics and individual needs.