基于SERVQUAL模型的农民合作社内部化服务质量评价研究

Study on the Evaluation of Service Quality of Farmer Cooperatives Internalization Based on SERVQUAL Model

了解社员对合作社内部化服务质量内心期望与实际感知的差距,有利于针对性地提升合作社的内部化服务质量。本文运用SERVQUAL模型来评价合作社的内部化服务质量,辅助以IPA分析法探寻合作社内部服务工作中的薄弱环节。测评结果显示,被调研合作社内部化服务质量评价总体得分为负值,经配对样本t检验,大多数指标(P-E)之间存在显著差异(P<0.05),表明社员内心期望与实际感知存在一定差距;IPA分析发现,合作社的服务类型供给与需求联结效率、履行服务承诺的能力、基础服务配套设施设备、“以人为本”的服务意识以及激励手段等方面是影响社员内心期望与实际感知差距的重要原因。针对评价结果,提出搭建与社员沟通桥梁、优化合作社基础服务设施设备、加强合作社服务人才队伍建设和充分发挥政府引导作用等对策建议,以期更好地提升合作社内部化服务质量。

To understand the gap between the inner expectation and the actual perception of the members will help to improve the internal service quality of the cooperative.This paper used SERVQUAL model to evaluate the internal service quality of cooperatives,and used IPA analysis to explore the weak links in the internal service work of cooperatives.The result showed that,the total score of the internal service quality evaluation of the investigated cooperatives was negative.By paired sample ttest,there was significant difference between most indexes(P-E)(P<0.05),the IPA analysis found that,there was a gap between the inner expectation and the actual perception of the members,the factors that affect the gap between the inner expectation and the actual perception were the efficiency of the connection between the supply and the demand of the service type,the ability to fulfill the ser-vice promise,the basic service facilities and equipment,the“People-oriented”service consciousness and the incentive means.In the light of the evaluation results,this paper put forward some counter-measures and suggestions,such as building a bridge of communication with the members,optimizing the basic service facilities and equipment of the cooperative,strengthening the construction of the co-operative service talents and giving full play to the guiding role of the government,in order to im-prove the internal service quality of cooperatives.