面向高校MBA教育服务质量的若干理论与方法研究
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摘要
MBA教育服务质量作为我国高等教育改革与发展的时代课题,受到社会各界的关注。MBA教育服务市场的开放,已经引起高等教育服务领域的激烈竞争,而竞争的关键取决于MBA教育服务质量的优劣,更取决于MBA教育培养单位所培养的职业经理人的质量。MBA教育培养单位要想保证所培养人才的质量,就必须采取有效措施加强MBA教育服务领域中的质量管理,提高MBA教育服务质量,为顾客(MBA学员)提供高质量的教育服务。因此,本文从顾客满意的视角,围绕MBA教育服务质量的一系列问题展开相关研究。
首先,建构了MBA教育服务质量的理论体系。从服务管理的视角,对MBA教育这种不同于一般教育类型的服务产品、顾客及特性等若干基本理论问题进行界定,剖析MBA教育服务质量的内涵和特征,提出MBA教育服务的顾客满意度的理论,建构了较为完整的MBA教育服务质量理论,为后文MBA教育服务质量的实证研究提供理论支撑。
其次,建立了MBA学员感知服务质量的模型。在前人已有研究成果的基础上,根据MBA教育的特点,提出MBA学员感知服务质量的四维度模型,指出师资队伍、教育资源、教学过程和实践环节是影响MBA学员感知服务质量的关键因素,淡化任一环节都会造成学员感知服务质量的降低。
最后,实证研究了感知服务质量、满意度和行为意向之间的关系。利用因子分析、方差分析以及结构方程建模等技术,验证MBA学员的感知服务质量对其满意度具有显著影响,而满意度又会影响行为意向的选择,为MBA教育服务质量提供了全新的实证研究成果。
As issues of reform and development of our higher education, service quality of MBA is paid attention to by all sectors of the community. Competition of service fields of higher education has been aroused by the opening of service market, and the key to success is the service quality, but also depends on the quality of professional managers cultivated by MBA. Ensure the quality of personnel training, MBA training units must take effective measures to strengthen the quality management, improve service quality, and provide high service. Therefore, from the perspective of customer satisfaction, this dissertation unfolds series of issues about service quality of MBA.
Firstly, theoretical system of service quality about MBA has been constructed. From perspective of service management, points that MBA education is different from in general education with the type of service products, customers and characteristics, analysis basic theory to define, and then provides the notion of customer satisfaction of MBA education, builds the theory of service quality of MBA education. All these provide theoretical support for the empirical research.
Secondly, model of perceived service quality of MBA has been established. Based on the research of predecessors, according to the characteristics of MBA education, this dissertation presents the four-dimension model of perceived service quality of MBA, and clarifies staff, resources, teaching process and practice process are major factors affecting the service quality, and so on, any one of these four factors cannot be ignored to improve the perceived service quality.
Finally, relationship among the perceived service quality, satisfaction and the intention to act has been tested by the empirical study. Using factor analysis, variance analysis, and structural equation modeling techniques, results indicated that perceived service quality has significantly affected on satisfaction, and satisfaction also can affect on the intention of act significantly. A new empirical research result has been provided at all.
首先,建构了MBA教育服务质量的理论体系。从服务管理的视角,对MBA教育这种不同于一般教育类型的服务产品、顾客及特性等若干基本理论问题进行界定,剖析MBA教育服务质量的内涵和特征,提出MBA教育服务的顾客满意度的理论,建构了较为完整的MBA教育服务质量理论,为后文MBA教育服务质量的实证研究提供理论支撑。
其次,建立了MBA学员感知服务质量的模型。在前人已有研究成果的基础上,根据MBA教育的特点,提出MBA学员感知服务质量的四维度模型,指出师资队伍、教育资源、教学过程和实践环节是影响MBA学员感知服务质量的关键因素,淡化任一环节都会造成学员感知服务质量的降低。
最后,实证研究了感知服务质量、满意度和行为意向之间的关系。利用因子分析、方差分析以及结构方程建模等技术,验证MBA学员的感知服务质量对其满意度具有显著影响,而满意度又会影响行为意向的选择,为MBA教育服务质量提供了全新的实证研究成果。
As issues of reform and development of our higher education, service quality of MBA is paid attention to by all sectors of the community. Competition of service fields of higher education has been aroused by the opening of service market, and the key to success is the service quality, but also depends on the quality of professional managers cultivated by MBA. Ensure the quality of personnel training, MBA training units must take effective measures to strengthen the quality management, improve service quality, and provide high service. Therefore, from the perspective of customer satisfaction, this dissertation unfolds series of issues about service quality of MBA.
Firstly, theoretical system of service quality about MBA has been constructed. From perspective of service management, points that MBA education is different from in general education with the type of service products, customers and characteristics, analysis basic theory to define, and then provides the notion of customer satisfaction of MBA education, builds the theory of service quality of MBA education. All these provide theoretical support for the empirical research.
Secondly, model of perceived service quality of MBA has been established. Based on the research of predecessors, according to the characteristics of MBA education, this dissertation presents the four-dimension model of perceived service quality of MBA, and clarifies staff, resources, teaching process and practice process are major factors affecting the service quality, and so on, any one of these four factors cannot be ignored to improve the perceived service quality.
Finally, relationship among the perceived service quality, satisfaction and the intention to act has been tested by the empirical study. Using factor analysis, variance analysis, and structural equation modeling techniques, results indicated that perceived service quality has significantly affected on satisfaction, and satisfaction also can affect on the intention of act significantly. A new empirical research result has been provided at all.
引文
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