ZF在线教育培训机构服务质量管理优化研究
摘要
近年来，“学习型社会”“终身学习”的提倡是国家实现小康社会，提高国民素质，
实现中国梦的重要举措。现代国民教育体系的完善是学习型社会形成的基础，而继续教
育是国民教育体系中重要组成部分。我国政府在《国家中长期教育改革和发展规划纲
（2010-2020年）》中提出要实践终身学习，实现学习型社会，明确提出要“加快发展继
续教育”。党的十九大报告提出了“办好继续教育，加快建设学习型社会，大力提高国
民素质”的新要求。《中国教育现代化 2035》提出了“构建服务全民的终身学习体系”
的新任务。党的十九届四中全会上形成的决议中，也对构建服务全民终身学习的教育体
系有了明确的政策表述。同时，随着知识经济的到来，我国教育培训行业迅速发展，在
线教育培训市场规模不断扩大，在线教育行业进入品牌化时代，消费者更加重视服务的
品牌和声誉，聚焦于在线教育的服务质量，谁提供的服务质量更优质，谁就能获得竞争
优势，在激励竞争的市场上获得一席之地。因此，服务质量将成为在线教育机构的核心
竞争能力，服务质量管理就显得尤为重要。
本文以 ZF在线教育培训机构为例，探讨其服务质量管理优化研究。本文在分析 ZF
在线教育培训机构服务质量管理现状的基础上，基于 SERVQUAL模型，结合 ZF在线
教育培训机构的实际情况进行完善和修改，构建了 7个一级指标和 11个二级指标进行
问卷调研分析，探讨 ZF在线教育培训机构服务质量差距，进而从管理角度剖析ZF在
线教育培训机构服务质量管理存在的问题，主要表现为服务过程有待改善、内部管理有
待提升、师资队伍有待优化、教学设施有待升级、效果评估有待加强。最后，本文提出
了 ZF在线教育培训机构服务质量管理的优化目标、原则、对策以及保障措施。ZF在线
教育培训机构服务质量管理的优化对策涉及机构形象度、服务可靠性、顾客响应性、服
务过程性、服务专业性、信息畅通性、顾客满意度，同时为了保障优化对策的顺利实施，
本文从组织、人力、技术、文化四个角度建立了保障措施，希望能够给 ZF在线教育培
训机构以及其他机构提供有益的借鉴与启示。
关键词：在线教育；服务质量；SERVQUAL模型
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Abstract
Abstract
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 19th 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 19th 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 11
second-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
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ZF在线教育培训机构服务质量管理优化研究
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,thisstudyputsforwardtheoptimizationgoals,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 studyestablishes guaranteemeasures forservice 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.
Key Words: Online education; Quality of service; The SERVQUAL model
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