【摘要】：期望——感知差距理論是服務(wù)管理學(xué)中一種經(jīng)典的差距分析模型，主要用以根據(jù)客戶對(duì)服務(wù)的期望與實(shí)際感知信息來測(cè)量服務(wù)質(zhì)量的好壞優(yōu)劣。該理論的核心是SERVQUAL模型，該模型從1988年誕生以來以其強(qiáng)大的問題診斷功能被眾多服務(wù)管理者青睞。包括高等教育領(lǐng)域的眾多行業(yè)都應(yīng)用該模型來評(píng)價(jià)自身的服務(wù)質(zhì)量�，F(xiàn)如今，旅游管理本科教育規(guī)模日益擴(kuò)大，旅游管理本科教學(xué)質(zhì)量問題也隨之凸顯。一般的旅游管理本科教學(xué)質(zhì)量評(píng)價(jià)重視國(guó)家、社會(huì)及學(xué)校本身，而忽視了學(xué)生的滿意度測(cè)評(píng)。因此，有必要從學(xué)生需求的角度對(duì)旅游管理本科教學(xué)質(zhì)量評(píng)價(jià)做一些嘗試性的探索研究。 本文的研究目標(biāo)是將SERVQUAL模型用于旅游管理本科教學(xué)質(zhì)量診斷，繼而為有針對(duì)性地提高旅游管理本科教學(xué)質(zhì)量服務(wù)。通過專家訪談法和數(shù)據(jù)統(tǒng)計(jì)分析構(gòu)建旅游管理本科教學(xué)質(zhì)量SERVQUAL模型和量表。然后選取遼寧某高校旅游管理本科學(xué)生為樣本展開實(shí)證研究。通過問卷調(diào)查對(duì)所獲得的數(shù)據(jù)進(jìn)行信度分析和統(tǒng)計(jì)，從而對(duì)樣本校旅游管理本科教學(xué)中出現(xiàn)的問題進(jìn)行診斷。最后根據(jù)IPA理論構(gòu)建旅游管理本科教學(xué)期望——感知矩陣，從而確定該校旅游管理本科教學(xué)質(zhì)量問題改進(jìn)的優(yōu)先次序。 本文最終得出以下結(jié)論，傾向于形成性評(píng)價(jià)的SERVQUAL模型在應(yīng)用于旅游管理本科教學(xué)質(zhì)量評(píng)價(jià)時(shí)，，能與傾向于終結(jié)性評(píng)價(jià)的國(guó)家本科教學(xué)工作水平評(píng)估互為補(bǔ)充，具有很強(qiáng)的實(shí)用性。在應(yīng)用SERVQUAL模型時(shí)還要注意以下三點(diǎn)：1.明確SERVQUAL模型的適用性。2.SERVQUAL模型的適切性修訂。3.SERVQUAL模型與IPA矩陣的關(guān)聯(lián)程度。
[Abstract]:Expectation-perception gap theory is a classical gap analysis model in service management, which is mainly used to measure the quality of service according to the customer's expectation of service and actual perceived information. The core of the theory is the SERVQUAL model, which has been favored by many service managers for its powerful problem diagnosis function since its birth in 1988. Many industries, including higher education, use the model to evaluate their service quality. Nowadays, the scale of undergraduate education in tourism management is expanding day by day, and the quality of undergraduate education in tourism management is also highlighted. The general evaluation of undergraduate teaching quality in tourism management attaches importance to the state, society and the school itself, but neglects the evaluation of students' satisfaction. Therefore, it is necessary to do some tentative research on the evaluation of undergraduate teaching quality of tourism management from the point of view of students' needs. The purpose of this paper is to apply the SERVQUAL model to the diagnosis of undergraduate teaching quality in tourism management, and then to serve the purpose of improving the teaching quality of tourism management undergraduate courses. The SERVQUAL model and scale of undergraduate teaching quality of tourism management were constructed by expert interview and statistical analysis. Then selected a university tourism management undergraduate students as a sample to carry out an empirical study. Through the reliability analysis and statistics of the data obtained by questionnaire, the problems in the undergraduate teaching of tourism management in the sample school are diagnosed. Finally, according to the IPA theory, the expectation and perception matrix of tourism management undergraduate teaching is constructed, and the priority order of improving the teaching quality of tourism management undergraduate course is determined. Finally, this paper draws the following conclusions: the SERVQUAL model, which tends to be formative evaluation, can complement the national undergraduate teaching level evaluation which tends to summative evaluation when it is applied to the evaluation of tourism management undergraduate teaching quality. It has strong practicability. When applying the SERVQUAL model, note the following three points: 1. The applicability of SERVQUAL model. 2. The relevance of SERVQUAL model. 3. The correlation degree between SERVQUAL model and IPA matrix.
【學(xué)位授予單位】：沈陽(yáng)師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G642.0;F590-4

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