【摘要】：在線教育能夠打破時間和空間的束縛、充分發(fā)揮低價高效的特點,給更多的人帶來優(yōu)秀的教育效用,同時也有助于解決教育資源分配不均。隨著互聯(lián)網(wǎng)技術發(fā)展,在線教育無論在內(nèi)容還是形式上都更加豐富,對學生的幫助也越來越大。目前無論是傳統(tǒng)的教育機構還是互聯(lián)網(wǎng)巨頭都已加入到了在線教育的大軍,尤其從2014年開始中小學在線教育愈發(fā)地受到了資本的熱捧,這也更加刺激了在線教育的發(fā)展速度。在高度競爭和快速發(fā)展中,可以看到在線教育服務質量的重要性,服務質量已經(jīng)成為在線教育企業(yè)能否成功的關鍵。為了使學生在在線教育中有更多的收獲、社會對在線教育的形式和效果更加認可,以及使培訓機構在日益激烈的在線教育競爭中脫穎而出,急需提高在線教育的服務質量。因此,論文對在線教育服務質量影響因素的識別選擇與測度進行研究,選題具有理論與現(xiàn)實意義。首先,論文介紹了在線教育的特點與現(xiàn)狀,以及服務質量的構成與評價�；诜⻊召|量影響因素選擇的主要模型,對在線教育服務質量的影響因素做出了相應的識別與選擇,即:有形性、可靠性、安全性、趣味性、響應性、關懷性和資源有效性。構建了在線教育服務質量影響因素的評價反饋模型,明確和拓展了服務質量與顧客滿意度、忠誠度之間的影響機制。梳理了在線教育服務質量影響因素測度的主要方法,即:信度分析、主成分分析、相關性分析和多元回歸分析。其次,基于問卷調(diào)查,對在線教育服務質量影響因素的測度進行了實證分析,識別出主要因素,確定每一個因素對顧客滿意度和忠誠度的影響。證實了本文所提出的七個主要影響因素與在線教育服務質量的正相關性。得出了服務質量與滿意度,忠誠度之間的正向關系,并且驗證了滿意度在服務質量與滿意度相關關系中的中介變量作用。最終明確了能夠快速提高服務質量和滿意度和核心因素,還有整個行業(yè)面臨的短板因素。最后論文提出了對影響服務質量各因素的改進措施和在管理應用中的相關方法。本文的研究成果在于對在線教育服務質量的各影響因素加以界定,并且定量分析了各影響因素所占比重。進一步明確了在線教育服務質量、顧客滿意度和忠誠度三者之間的數(shù)量關系。不僅可以提高在線教育企業(yè)的服務質量、增強競爭優(yōu)勢提高市場占有率,還可以協(xié)助在線教育企業(yè)根據(jù)本評價反饋體系進行自查,提高自身服務水平。同時也有助于建立健全我國的在線教育服務質量標準,提高行業(yè)的服務水平,為在線教育的發(fā)展提供科學的依據(jù)。
[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.
【學位授予單位】：華北電力大學(北京)
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G434;G521

【參考文獻】

相關期刊論文 前10條

1 吳威;;B2C移動電子商務服務質量與顧客滿意度研究[J];雞西大學學報;2016年07期

2 朱蓮;;基于SPSS分析的經(jīng)濟型酒店服務質量影響因素實證研究[J];旅游縱覽(下半月);2015年10期

3 鄭秀敏;;義務教育服務質量學生滿意度實證研究[J];上海教育科研;2015年06期

4 晉林蔚;時芝平;鄭勤華;;網(wǎng)絡教育學生滿意度的影響因素研究[J];北京廣播電視大學學報;2015年02期

5 張琪;;電子商務平臺物流供應鏈服務質量測度基于天貓與京東的比較[J];商業(yè)經(jīng)濟研究;2015年10期

6 張宇青;尹燕;王藝潼;;博士生教育服務質量滿意度分析——基于南京五所高校的調(diào)查[J];中國青年研究;2014年08期

7 安心;王江美子;;高等教育服務質量模型研究[J];蘭州教育學院學報;2014年03期

8 史曉丹;李波;;B2C電子商務服務質量評價研究[J];商業(yè)經(jīng)濟;2014年04期

9 錢曉群;;網(wǎng)絡教育服務質量學生滿意度實證分析[J];中國遠程教育;2009年07期

10 李純青,孫瑛,郭承運;e-服務質量決定因素與測量模型研究[J];運籌與管理;2004年03期

相關會議論文 前1條

1 郭曉平;崔立新;劉丹妮;;網(wǎng)絡教育的服務質量評價指標研究[A];中國軟科學二零一四增刊[C];2014年

相關博士學位論文 前2條

1 林美杏;服務質量、顧客滿意與臺灣補習學校服務營銷研究[D];中南大學;2012年

2 李定;在線學習（WBL）服務質量評價與改進研究[D];電子科技大學;2011年

相關碩士學位論文 前2條

1 張曼曼;購物網(wǎng)站服務質量、顧客信任度及顧客滿意度關系研究[D];河北經(jīng)貿(mào)大學;2012年

2 張衛(wèi)衛(wèi);電子旅游服務質量評價模型的研究[D];華東師范大學;2010年

，

本文編號：2475010