我国在线教育服务质量的影响因素研究

发布时间：2019-05-12 01:41

【摘要】：在线教育能够打破时间和空间的束缚、充分发挥低价高效的特点,给更多的人带来优秀的教育效用,同时也有助于解决教育资源分配不均。随着互联网技术发展,在线教育无论在内容还是形式上都更加丰富,对学生的帮助也越来越大。目前无论是传统的教育机构还是互联网巨头都已加入到了在线教育的大军,尤其从2014年开始中小学在线教育愈发地受到了资本的热捧,这也更加刺激了在线教育的发展速度。在高度竞争和快速发展中,可以看到在线教育服务质量的重要性,服务质量已经成为在线教育企业能否成功的关键。为了使学生在在线教育中有更多的收获、社会对在线教育的形式和效果更加认可,以及使培训机构在日益激烈的在线教育竞争中脱颖而出,急需提高在线教育的服务质量。因此,论文对在线教育服务质量影响因素的识别选择与测度进行研究,选题具有理论与现实意义。首先,论文介绍了在线教育的特点与现状,以及服务质量的构成与评价。基于服务质量影响因素选择的主要模型,对在线教育服务质量的影响因素做出了相应的识别与选择,即:有形性、可靠性、安全性、趣味性、响应性、关怀性和资源有效性。构建了在线教育服务质量影响因素的评价反馈模型,明确和拓展了服务质量与顾客满意度、忠诚度之间的影响机制。梳理了在线教育服务质量影响因素测度的主要方法,即:信度分析、主成分分析、相关性分析和多元回归分析。其次,基于问卷调查,对在线教育服务质量影响因素的测度进行了实证分析,识别出主要因素,确定每一个因素对顾客满意度和忠诚度的影响。证实了本文所提出的七个主要影响因素与在线教育服务质量的正相关性。得出了服务质量与满意度,忠诚度之间的正向关系,并且验证了满意度在服务质量与满意度相关关系中的中介变量作用。最终明确了能够快速提高服务质量和满意度和核心因素,还有整个行业面临的短板因素。最后论文提出了对影响服务质量各因素的改进措施和在管理应用中的相关方法。本文的研究成果在于对在线教育服务质量的各影响因素加以界定,并且定量分析了各影响因素所占比重。进一步明确了在线教育服务质量、顾客满意度和忠诚度三者之间的数量关系。不仅可以提高在线教育企业的服务质量、增强竞争优势提高市场占有率,还可以协助在线教育企业根据本评价反馈体系进行自查,提高自身服务水平。同时也有助于建立健全我国的在线教育服务质量标准,提高行业的服务水平,为在线教育的发展提供科学的依据。
[Abstract]:Online education can break the constraints of time and space, give full play to the characteristics of low-cost and high-efficiency, bring excellent educational effect to more people, and also help to solve the uneven distribution of educational resources. With the development of Internet technology, online education is richer in content and form, and more helpful to students. At present, both traditional educational institutions and Internet giants have joined the army of online education, especially since 2014, primary and secondary online education has been increasingly popular with capital, which has also stimulated the development of online education. In the high competition and rapid development, we can see the importance of online education service quality, service quality has become the key to the success of online education enterprises. In order to make students gain more in online education, the society recognizes the form and effect of online education, and makes the training institutions stand out in the increasingly fierce online education competition, it is urgent to improve the service quality of online education. Therefore, this paper studies the identification, selection and measurement of the influencing factors of online education service quality, and the selected topic is of theoretical and practical significance. First of all, the paper introduces the characteristics and current situation of online education, as well as the composition and evaluation of service quality. Based on the main model of service quality influencing factor selection, the corresponding identification and selection of the influencing factors of online education service quality are made, that is, materiality, reliability, security, interest, responsiveness, care and resource efficiency. The evaluation feedback model of the influencing factors of online education service quality is constructed, which clarifies and expands the influence mechanism between service quality and customer satisfaction and loyalty. This paper combs the main methods of measuring the influencing factors of online education service quality, that is, reliability analysis, principal component analysis, correlation analysis and multiple regression analysis. Secondly, based on the questionnaire survey, this paper makes an empirical analysis of the influencing factors of online education service quality, identifies the main factors, and determines the influence of each factor on customer satisfaction and loyalty. The positive correlation between the seven main influencing factors and the quality of online education service is confirmed. The positive relationship between service quality, satisfaction and loyalty is obtained, and the role of satisfaction in the relationship between service quality and satisfaction is verified. Finally, it is clear that it can quickly improve the quality of service and satisfaction and core factors, as well as the shortcomings of the industry as a whole. Finally, the paper puts forward the improvement measures of the factors that affect the quality of service and the related methods in the management application. The research results of this paper are to define the influencing factors of online education service quality, and quantitatively analyze the proportion of each influencing factor. The quantitative relationship among online education service quality, customer satisfaction and loyalty is further clarified. It can not only improve the service quality and market share of the online education enterprises, but also help the online education enterprises to conduct self-examination according to the evaluation feedback system and improve their own service level. At the same time, it is also helpful to establish and perfect the service quality standard of online education in our country, improve the service level of the industry, and provide scientific basis for the development of online education.
【学位授予单位】：华北电力大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G434;G521

【参考文献】