本科生教育服务需求特征对比研究:公办与民办高校

A Comparative Study on the Demand Characteristics of Undergraduate Education Service: Public Versus Private Universities

为探究公办与民办高校本科生教育服务需求特征的差异,基于SERVPERF教育服务质量量表,对两类高校进行Kano需求分析,构建教育服务需求结构模型,进而挖掘需求特征。研究发现,公办与民办高校本科生的教育服务质量关键要素并不完全一致,后者的教育服务需求敏感度更高,即更具有学生消费者意识;即使教育服务关键质量要素基本一致且敏感度相当的同类高校,其内部结构也不尽相同;民办高校在教育服务需求的相对特异度、相对敏感度和魅力自由度上均超越公办高校。高校可根据各自的需求特征来定制教育服务优先战略:夯实必备属性,不降低必要学习需求的满意度;优化期望属性,持续提升学习体验;挖掘魅力属性,打造意外惊喜;避免在反向属性和无差异属性上浪费精力和学习资源。

In order to explore the difference in the characteristics of undergraduate education service demand between public and private universities, we analyzed the demand based on the SERVPERF education service quality scale and the Kano model, constructed a structural model of education service demand, and then mined the demand characteristics in depth.The results show thatthe key elements of education service quality of undergraduates in public and private universities are not completely consistent. The latter’s education service demand are more sensitive, that is, they are more consumer-conscious;Even if the key quality elements of education services are basically the same and similar universities with similar sensitivity have different internal structures;Private universities surpass public universities in terms of the relative specificity, relative sensitivity and freedom of charm in the demand for educational services. Universities can customize education service priority strategies according to their own demand characteristics: consolidate the must-be attributes without reducing the satisfaction of the necessary learning demand;and optimize the one-dimensionalattributes and continue to improve the learning experience;and mine the attractiveattributes to create unexpected surprises;and avoid the reverse attributes and indifference attributes waste energy and learning resources.