基于模糊综合评价法的大学生社团服务质量评价研究——以北部湾大学全媒体社团为例

Evaluating the Quality of University Student Associations Using Fuzzy Comprehensive Evaluation—Evidence from Multimedia Associations at Beibu Gulf University

摘要: 近年来新媒体技术高速发展，大学生全媒体社团作为高校第二课堂核心载体，承担校园宣传、文化育人职能，但其服务质量评价存在量化不足、定位模糊等问题。本研究聚焦北部湾大学全媒体社团运行实践情况，结合SERVQUAL服务质量理论构建多层级的评价指标体系，运用模糊综合评价法对社团服务质量开展系统评估，精准识别运营薄弱环节，搭建“问题诊断–社团优化–再评估–持续升级”闭环改进机制，助力北部湾大学全媒体社团规范化、高质量发展，也为其他高校宣传学生社团的量化评价与提质建设提供实践参考。

Abstract: In recent years, new media technology has advanced rapidly. As the core carrier of the second classroom in universities, all-media student clubs undertake the functions of campus publicity and cultural education. However, their service quality evaluation still suffers from problems such as insufficient quantification and unclear positioning. Focusing on the operational practice of all-media clubs at Beibu Gulf University, this study draws on the SERVQUAL service quality theory to construct a multi-level evaluation index system, and applies the fuzzy comprehensive evaluation method to systematically assess the service quality of these clubs. On this basis, it accurately identifies weak links in their operation and establishes a closed-loop improvement mechanism of “problem diagnosis club optimization re-evaluation continuous upgrading.” This mechanism helps the all-media clubs of Beibu Gulf.