| China’s institutions of higher learning were lack of competitive consciousness for a long time because of the planned economy system,while after the transformation from a planned economy to a socialist market economy,a series of factors,such as the development of high technology,the arrival of knowledge economy,social demand for talents,and parents’ thirst for knowledge for their children,have promoted the rise of private colleges and universities.Private colleges in higher education industry have alleviated the pressure of the student pool partly,but brought challenges of poaching of the student pool.If these universities and colleges want to recruit talented students,it is necessary to improve their competitiveness.Meanwhile it is also of great necessity to establish quality and service awareness to improve the service quality continuously as the number of schools has increased in order to seize market opportunities.Due to the nature of private colleges education,way of running a school and the particularity of tuition standard etc,providing higher quality service for students,the object of higher education service,is the only way to ensure those private universities’ sustainable and healthy development.As main customers,education evaluation and satisfaction service students provide are very important to the survival and development for private colleges.Based on Anhui Intenational Studies University as the research object and students as the evaluation subject,through literature review and research together with the current status of the school’s education service management,this paper uses PZB’s SERVQUAL service quality evaluation model to determine the evaluation indexes and design a questionnaire for the evaluation of education service quality of Anhui International Stu,dies University from the pesrtsupdective of students.This paper also uses quantitative and qualitative methods to analyze the students’ evaluation empirically about the overall service and four dimensions of service provided by Anhui International Studies University,and how different demOgraphic characteristics has impact on the evaluation.Finally,combined with the empirical analysis,the suggestions and countermeasures improving the quality of education service in private colleges and universities are put forward,which raise funds for running schools through various channels to improve infrastructure services;improve teachers’ mechanisms in various ways to improve teachers’ and teaching services;protect students’ basic rights and improve the quality of institutional guarantee services;understand and meet students’ needs to improve personalized service. |
