【摘要】：在線教育能夠打破時(shí)間和空間的束縛、充分發(fā)揮低價(jià)高效的特點(diǎn),給更多的人帶來優(yōu)秀的教育效用,同時(shí)也有助于解決教育資源分配不均。隨著互聯(lián)網(wǎng)技術(shù)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(xué)生的幫助也越來越大。目前無論是傳統(tǒng)的教育機(jī)構(gòu)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(xué)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(wù)質(zhì)量的重要性,服務(wù)質(zhì)量已經(jīng)成為在線教育企業(yè)能否成功的關(guān)鍵。為了使學(xué)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(rèn)可,以及使培訓(xùn)機(jī)構(gòu)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(wù)質(zhì)量。因此,論文對在線教育服務(wù)質(zhì)量影響因素的識別選擇與測度進(jìn)行研究,選題具有理論與現(xiàn)實(shí)意義。首先,論文介紹了在線教育的特點(diǎn)與現(xiàn)狀,以及服務(wù)質(zhì)量的構(gòu)成與評價(jià)。基于服務(wù)質(zhì)量影響因素選擇的主要模型,對在線教育服務(wù)質(zhì)量的影響因素做出了相應(yīng)的識別與選擇,即:有形性、可靠性、安全性、趣味性、響應(yīng)性、關(guān)懷性和資源有效性。構(gòu)建了在線教育服務(wù)質(zhì)量影響因素的評價(jià)反饋模型,明確和拓展了服務(wù)質(zhì)量與顧客滿意度、忠誠度之間的影響機(jī)制。梳理了在線教育服務(wù)質(zhì)量影響因素測度的主要方法,即:信度分析、主成分分析、相關(guān)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(wù)質(zhì)量影響因素的測度進(jìn)行了實(shí)證分析,識別出主要因素,確定每一個(gè)因素對顧客滿意度和忠誠度的影響。證實(shí)了本文所提出的七個(gè)主要影響因素與在線教育服務(wù)質(zhì)量的正相關(guān)性。得出了服務(wù)質(zhì)量與滿意度,忠誠度之間的正向關(guān)系,并且驗(yàn)證了滿意度在服務(wù)質(zhì)量與滿意度相關(guān)關(guān)系中的中介變量作用。最終明確了能夠快速提高服務(wù)質(zhì)量和滿意度和核心因素,還有整個(gè)行業(yè)面臨的短板因素。最后論文提出了對影響服務(wù)質(zhì)量各因素的改進(jìn)措施和在管理應(yīng)用中的相關(guān)方法。本文的研究成果在于對在線教育服務(wù)質(zhì)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(jìn)一步明確了在線教育服務(wù)質(zhì)量、顧客滿意度和忠誠度三者之間的數(shù)量關(guān)系。不僅可以提高在線教育企業(yè)的服務(wù)質(zhì)量、增強(qiáng)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(jià)反饋體系進(jìn)行自查,提高自身服務(wù)水平。同時(shí)也有助于建立健全我國的在線教育服務(wù)質(zhì)量標(biāo)準(zhǔn),提高行業(yè)的服務(wù)水平,為在線教育的發(fā)展提供科學(xué)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(xué)位授予單位】：華北電力大學(xué)(北京)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G434;G521

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