南京英语培训顾客感知服务质量研究
The Customer Perceived Service Quality Research of Nanjing English Training Industry
【摘要】 全球化进程地不断推进,对人才的需求提出了新要求。在这种背景下,要求人们形成持久的学习力。而以往单靠传统教育获得知识和信息的方式已远远不能满足这种需求。基于此,自上世纪80年代以来,教育培训产业在我国迅速发展起来。各类培训机构围绕培训服务的不同环节和层面,细分市场,占据了各自的市场份额。经过20多年的发展,我国的教育培训产业在规模和速度上有了很大的发展。然而成绩卓著的背后,依然有诸多问题需要我们正视,亟待我们解决。为了寻求教育培训产业的健康发展之路,经济理论界对其做了深入研究,并取得了丰硕的研究成果。但我们知道,教育培训项目繁多,如语言、IT、儿童、文艺等等,各培训项目差异很大,存在的问题也不尽相同,因此解决问题的途径也应有所差异,需个别研究。基于此,本文以南京英语培训业为研究对象,通过查阅统计年鉴和相关经济发展报告、实地调查、走访,最后归纳出南京英语培训市场的发展特点。同时本文通过对南京英语培训顾客感知服务质量调查的数据统计,通过严密、系统地分析,找到了制约南京英语培训业健康发展的瓶颈,继而从顾客感知服务质量的角度出发,以顾客感知服务质量差距模型为依据,阐明了解决问题的思路,并给出相应的建议和意见,为英语培训机构提高服务质量提供了新的方向。
【Abstract】 It has become a trend for the quest of a new talent with the development of the globalization. Under such circumstances, the requests of the knowledge and information which the human capital should be required are even more obvious for the economic development. This kind of demand urges people to form the lasting study strength. Therefore the way of obtaining the knowledge and the information which only depended on the traditional education to get has not been able to meet this kind of need. As a result, since the last century 80's, the education training industry has developed gradually in our country. Various types of training institutions have started to implement their own STP Strategy. After more than 20 years development, our education training industry has made the very big progresses in scale and speed.Although it had made great achievements, there still are many problems in the development of the training industry to need face up and to solve. In order to make the education & training industry develop sustainable, the economical theorists have done much research on it, and have got the plentiful research results. But we know that the education & training industry includes many fields, each field has its own problems which need to be solved by different methods. It is necessary to research each field independently. So this article chooses Nanjing English training industry as the object of study,and finally makes a conclusion that is about Nanjing English training market character through consulting statistical annual and the related economic development reports and making on-the-spot investigation.Meanwhile, through colleting the related statistical data, analyzing and demonstrating the related information strictly, this article inquires the bottleneck that limited the healthy development of Nanjing English training industry. Then it clarifies how to solve the problems and gives the corresponding suggestion and the opinions from the perspective of Customer Perceived Service Quality and Customer Perceived Service Quality Gap Model.
【关键词】 英语培训; 顾客感知服务质量; 交互质量; 服务质量差距
【Key words】 English training ; Customer Perceived Service Quality ; Interaction Quality ; Service quality gap
