基于“中国顾客满意度理论”的大学生高校体育教育满意度研究

A Study of University Students' Satisfaction with Physical Education in Colleges and Universities Based on Chinese Customer Satisfaction Theory

基于“中国顾客满意度(China Customer Satisfaction Index, CCSI)”理论,运用PLS-SEM方法建构大学生对体育教育的满意度模型,为高校体育教育质量评价提供思路和借鉴。研究发现:(1)教师形象是整个大学生体育教育满意度模型的外生变量,对所有变量具有直接正向影响(P<0.005);(2)教师形象和价值感知对大学生满意度有直接的正向影响,学生满意度对大学生忠诚有直接的正向影响,且大学生满意度还能反向影响学生抱怨;(3)质量感知和学生期望对大学生满意度没有直接影响,但质量感知可通过价值感知间接影响大学生满意度。结论:高校大学生体育教育满意度主要源自三方面:一是教师形象和价值感知产生的直接效用;二是教师形象和质量感知可通过价值感知产生间接的作用;三是大学生期望通过质量感知和价值感知的共同作用对高校体育教育满意度产生间接作用。

Based on the theory of“China Customer Satisfaction Index(CCSI)”,the PLS-SEM method was used to construct a model of college students’satisfaction with physical education,which provides ideas and reference for the evaluation of the quality of physical education in colleges and universities.It was found that(1)teacher image is an exogenous variable in the whole model of college students’satisfaction with physical education,and has a direct positive effect on all the variables(P<0.005);(2)teacher image and value perception have a direct positive effect on college students’satisfaction,and student satisfaction has a direct positive effect on college students’loyalty,and college students’satisfaction can also reverse the effect of students’complaints;(3)quality perception and student expectations have no direct influence on college students’satisfaction,but quality perception can indirectly influence college students’satisfaction through value perception.Conclusion:College students’physical education satisfaction mainly originates from three aspects:first,the direct utility generated by teachers’image and value perception,second,teachers’image and quality perception can have an indirect effect through value perception,and third,college students’expectations have an indirect effect on college students’physical education satisfaction through the joint effect of quality perception and value perception.