Research On Service Quality Management Optimization Of ZF Online Education Institution

In recent years,the advocacy of "learning society" and "lifelong learning" is an important measure for China to realize a well-off society,improve the quality of the people,and realize the Chinese dream.The perfection of the modern national education system is the basis for the formation of a learning society,and continuing education is an important part of the national education system.In the "National Medium and Long-term Education Reform and Development Plan(2010-2020)",it is proposed to practice lifelong learning and realize a learning society,and it is clearly proposed to "accelerate the development of continuing education".The report of the 19 th National Congress of the Communist Party of China put forward the new requirements of "doing a good job in continuing education,accelerating the construction of a learning society,and vigorously improving the quality of the people"."China’s Education Modernization 2035" puts forward the new task of "building a lifelong learning system that serves the whole people".The "Decision" formed at the Fourth Plenary Session of the 19 th Central Committee of the Communist Party of China also has a clear policy statement on building an education system that serves the lifelong learning of the whole people.At the same time,with the advent of the knowledge economy,Chinese education and training industry has developed rapidly,the online education and training market has continued to expand,and the online education industry has entered the era of branding.Consumers pay more attention to the brand and reputation of services,and focus on the quality of online education services.Whoever provides a better-quality service can gain a competitive advantage and gain a place in a market that stimulates competition.Therefore,service quality will become the core competitiveness of online education institutions,and service quality management is particularly important.This study takes ZF online education and training institutions as an example to discuss the optimization of service quality management.Based on the analysis of the current situation of service quality management of ZF online education and training institutions,this study uses the SERVQUAL model,combined with the actual situation of ZF online education and training institutions,it has been improved and modified,and 7 first-level indicators and 11second-level indicators have been constructed for questionnaires research and analysis,to discuss the service quality gap of ZF online education and training institutions,and then analyze the problems existing in the service quality management of ZF online education and training institutions from the perspective of management,mainly including the service process to be improved,the internal management to be improved,the teaching staff to be optimized,and the teaching facilities to be upgrade and effect evaluation need to be strengthened.Finally,this study puts forward the optimization goals,principles,countermeasures and safeguard measures of the service quality management of ZF online education and training institutions.The optimization measures of service quality management of ZF online education and training institutions involve institution image,service reliability,customer responsiveness,service process,service professionalism,information flow,and customer satisfaction.At the same time,in order to ensure the smooth implementation of optimization measures,this study establishes guarantee measures for service quality optimization measures from four perspectives of organization,manpower,technology and culture,hoping to provide ZF online education and training institutions and other institutions with useful lessons and inspirations.