Perceived Service Quality And Satisfaction, Behavioral Intention Relationship Study

With the arrival of the era of service economy,customers no longer stay in seeking cheap price and high quality products or services,but are more concerned about service quality. Thus,if enterprises want to gain competitive advantages in the fierce competition. They must pay attention to service marketing management.As the application of SERVQUAL customer perceived service quality scale in all trades and professions,the study of perceived service quality has become the hotspot of the realm of service marketing.Education industry is essential part of community service.It’s often appeared that the study on perceived service quality are applied in higher education and senior professional education,but the the study of perceived service quality are scarcely applied in training for postgraduate entrance exam. Relevant empirical research is almost blank,so the Master’s thesis about customer perceived service quality in training for postgraduate entrance exam has important theoretics and practicality significance.The main work of this study include two aspects:(1)developing the scales to measure the perceived quality in training for postgraduate entrance exam,and exploring the factors of perceived quality in training for postgraduate entrance exam;(2) using structural equation model to study the importance of every factor of perceived service quality and the relationship among perceived service quality、customer satisfaction、behavior intention.Correspond to the two aspects above,this study takes the students who taken part in the training for postgraduate entrance exam in2011in NanJing as sample.Based on interview literature review,scale items were designed.By the pre-survey,the questionnaire was adjusted.While collecting datum formally,the author distributed the questionnaire by random sample.A total of595questionnaires were randomly distributed to the students who taken part in the training for postgraduate entrance exam in2011in NanJing,and the valid were535.The research uses SPSS17.0and AMOS18.0statistical software to analyze the survey data,and came to the following conclusions:(1)by employing exploratory facor analysis,this research develops the measurement scales of the perceived service quality in training for postgraduate entrance exam.The proposed scale comprises a31items which span four dimensions:teaching quality(11items)、management level(11items)、 teaching environment(6items)、the relationship between teachers and students(3items);(2)the importance of the four facors of training for postgraduate entrance exam from high to low is teaching quality、management level、teaching environment、the relationship between teachers and students;(3)the perceived service quality positively and significantly directly influence customer satisfaction; the satisfaction positively and significantly directly influence behavior intention; service quality doesn’t positively and significantly directly influence behavior intention;the perceived service quality positively and significantly indirectly influence behavior intention through customer satisfaction;(4) demography variable of the customer has different degrees of impact on customer perceived service quality、satisfaction and behavior intention.