摘要
疫情的爆发加速了在线教育行业的发展，同时引起国家、学校、在线教育公
司等高度重视。改善和提升在线教育顾客学习满意度的策略，可以从服务质量方
面入手，将服务质量和顾客满意度纳入在线教育公司的整体发展规划中。本研究
基于 SERVQUAL模型五个维度对 A在线教育公司的顾客满意度进行评价，并
且对 A在线教育公司顾客满意度做一个相关情况的了解。首先，将服务质量理
论与顾客满意理论作为本研究的指导理论；其次，根据 SERVQUAL模型的五个
维度来设计 A在线教育公司顾客满意度量表，具体为有效性、可靠性、响应性、
保证性和移情性，并对五个维度进行细分为 19个二级指标。再者，结合线上的
方式收集整理问卷数据，从而了解 A在线教育公司在顾客满意度方面的表现情
况。结果表明：顾客满意度与有效性维度、可靠性维度、响应性维度、保证性维
度、移情性维度均呈显著的正向影响关系；此外，主要存在以下问题：有效性，
缺乏科学合理性、打卡机制不合理；可靠性，服务承诺不可靠、打卡系统不可靠；
响应性，发布信息不及时；保证性，缺乏完整的培养计划和课程信息、销售人员
过度承诺、投诉机制不完善；移情性，欠缺互动性、个性化不足；忠诚度较低等
问题。最后，针对以上问题提出对应的建议和解决方法。研究得出：顾客满意度
可以通过 A在线教育公司服务质量来提升，并以此来增加顾客黏度；A在线教
育公司要在提高服务水平的同时，提高顾客的满意度，让顾客对企业忠诚。最终，
提高 A在线教育公司在同行业内的竞争力，同样也为其他企业起到借鉴意义。
关键词：SERVQUAL模型；服务质量；在线教育；顾客满意度
III

Abstract
The outbreak of the epidemic has accelerated the development of online education
industry，and caused the country，schools，online education companies and other
attaches great importance to.The strategy to improve and enhance customer learning
satisfaction in online education should start from the quality of online education service，
and bring service quality and customer satisfaction into the overall development plan
of online education companies.This paper evaluates the customer satisfaction of A
online education company based on SERVQUAL model to understand the customer
satisfaction ofAonline education company.Firstly，service quality theory and customer
satisfaction theory are taken as guiding theories.Secondly，the customer satisfaction
scale of ONLINE education company A is designed according to the five dimensions
of SERVQUAL model，including effectiveness dimension，reliability dimension，
responsiveness dimension， assurance dimension and empathy dimension，and the five
dimensions are subdivided into 19 secondary indicators.Furthermore，the questionnaire
data are collected and sorted through online methods to understand the performance of
online education company A in terms of customer satisfaction.The results show that
there is a significant positive relationship between customer satisfaction and
effectiveness， reliability，responsiveness，assurance and empathy.In addition， there
are mainly the following problems: effectiveness，lack of scientific rationality，
unreasonable punch mechanism;Reliability，service commitment is not reliable，the
card system is not reliable;Responsiveness，not releasing information in time;Guarantee，
lack of complete training plan and course information，excessive commitment of sales
staff， imperfect complaint mechanism;Empathy， lack of interaction， lack of
individuation;Problems with low loyalty.Finally， corresponding suggestions and
solutions are put forward for the above problems.The research results show that
customer satisfaction can be improved through the service quality of Aonline education
company，and thus increase customer viscosity.A online education company should
improve its service level and at the same time improve customer satisfaction and make
customers loyal to the company.Finally，it will improve the competitiveness ofAonline
education company in the same industry， and also provide reference for other
enterprises.
Key words: SERVQUAL model; Service quality; Online education;Customer
satisfaction
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目录
摘 要 ..............................................................I
Abstract ..........................................................II
1 绪论 .............................................................1
1.1 研究背景......................................................1
1.2 研究意义与目标................................................1
1.2.1 研究意义..................................................1
1.2.2 研究目标..................................................2
1.3 研究内容与方法................................................2
1.3.1 研究内容..................................................2
1.3.2 研究方法..................................................4
1.4 研究创新点与重点..............................................5
1.4.1 研究创新点................................................5
1.4.2 研究重点..................................................5
2 理论基础与文献综述 ...............................................6
2.1 理论基础......................................................6
2.1.1 服务质量理论..............................................6
2.1.2 顾客满意理论..............................................7
2.1.3 顾客满意度与服务质量的关系................................8
2.1.4 顾客忠诚度................................................8
2.2 国内外研究综述................................................9
2.2.1 高等教育服务质量..........................................9
2.2.2 在线教育服务质量.........................................10
2.2.3 在线教育顾客满意度.......................................12
3 A在线教育公司基本情况及问题分析.................................14
3.1 A在线教育公司基本情况.......................................14
3.1.1 A在线教育公司发展历程...................................14
3.1.2 A在线教育公司产品及服务简介.............................14
3.1.3 A在线教育公司顾客投诉情况...............................14
3.2 A在线教育公司顾客满意度问卷调研.............................16
3.2.1 A在线教育公司顾客满意度调研问卷设计.....................16
3.2.2 A在线教育公司顾客满意度调研的实施.......................19
3.2.3 A在线教育公司满意度调研结果分析.........................19
3.2.4 A在线教育公司满意度调研结果回归分析.....................20
V
。。。以下略