营销视角下高校行政服务质量的评价与提升--基于PZB模型的实证研究

摘要

近年来高等教育环境变化剧烈，越来越多的大学试图将服务品质的理念加入学校之中。高校普遍把提升科研实力和改进硬件环境作为工作重点而忽视行政服务质量的提升。学生在行政服务方面存在较多不满，一方面在于高校没有彻底转变观念，仅将学生视为行政服务的被管理方；另一方面在于努力方向的偏差，没有针对学生真正看重的方面采取措施。本文基于营销学理论中的PZB模型，通过在山西师范大学两个校区的问卷调查对高校行政服务质量进行评价，由调查了解学生感知到的高校行政服务质量水平并提出相应的建议，从而使得高校能有针对性地提高行政服务质量。%With the fast change in higher education environment recently, more and more universities are trying to implement the concept of service quality during its management. They put more emphasis on the enhancement of research ability and hardware environment but to ignore administrative services ’ quality. On the one hand, universities haven’t completely changed their concepts. They still take the student as one who is deemed to be managed. On the other hand, they haven’t taken the right way to improve its administrative services. As a result, they did not gain students’ satisfaction. This article is based on PZB model from the perspective of marketing. The research aims to evaluate and enhance the quality of administrative services in higher education by investigate students from two campus of Shanxi Normal University.