基于学生感知服务价值的网络教育学院竞争力研究

Research on E─learning College’s Competitiveness Based upon Students’ Perception of Service Value

网络教育学院竞争力的提升不仅取决于对手的竞争，更决胜于能否为学生提供超越竞争对手的服务价值。在顾客价值理论和顾客满意度理论的基础上，结合网络教育的特点，构建了基于学生感知价值的网络教育学院竞争力模型。并采用结构方程模型验证了学生感知价值对满意度和基于学生行为的网络教育学院竞争力之间的正向关系。

The improvement of competitiveness of e─learning colleges relies on competition with their competitors， yet still more， on whether or not they offer to the students’ service value greater that of their competitors. Based on the customer value theory and customer satisfaction degree theory， this dissertation， taking into consideration the characteristics of e─learning， constructs a model to research the competitiveness of e─learning colleges built on students’ perception of value， which， tested with a structural equation model applied， proves to bear evident influence on students’ perception of value and e─learning colleges’ competitiveness based upon students’ conduct.