Evaluation of Public Cultural Service Quality in Harbin

Based on SPSS Software

Yanhua Sun

and Yue Shi

School of Public Finance and Administration, Harbin University of Commerce, Heilongjiang, China

Keywords: Public Service Culture, Service Quality.

Abstract: The With the improvement of people's living standard, people pay more attention to their spiritual needs, and

their demands for public cultural services are more diversified. On the basis of SERVQAL's user-perceived

service quality evaluation theory, this paper collects questionnaires of different social groups' satisfaction with

Harbin's public cultural service quality, analyzes the data with SPSS.24 software, comprehensively evaluates

Harbin's public cultural service quality, and puts forward some optimization suggestions for Harbin's public

cultural service.

1 INTRODUCTION

The 20th CPC National Congress proposed to

improve the modern public cultural service system

and innovate the implementation of cultural projects

for the benefit of the people. At present, people's

living standards have improved significantly, the

quality of the nation has increased significantly, and

people's demand for spiritual culture has also

increased significantly, and they hope that the

government can provide public cultural services that

meet their own needs. In this context, the government

has been strengthening the provision of public

cultural services, especially at the district, county and

town levels, where many new public cultural service

facilities have been added to museums, libraries and

other public cultural institutions, and the quality of

cultural services has been greatly improved.

In recent years, in accordance with the provisions

of the Party Central Committee as well as the

provincial government, Harbin City vigorously build

a modern public cultural service system, and

constantly meet the needs of the people's public

cultural services. With the implementation of a series

of government policies, the current public cultural

services in Harbin City has been initially improved,

in hardware construction, service activities,

institutional reform, service mechanisms have made

https://orcid.org/0000-0002-8900-8695

https://orcid.org/0000-0003-4706-9809

good achievements. But how does the public feel

about it? Where should the government continue to

strengthen public cultural services in the future?

Based on this, this paper selects the dynamic

perspective of public perception and conducts an

empirical research analysis based on SERVQUAL

evaluation model on how to improve the quality of

public cultural services in Harbin City.

2 RESEARCH METHODOLOGY

AND MODEL CONSTRUCTION

2.1 Research Methodology

Based on the literature research and SERVQUAL

service quality model, this paper combined the

characteristics of public cultural services, firstly, 20

evaluation indexes in 5 dimensions were selected and

a questionnaire was designed to measure the quality

of public cultural services in Harbin City. Secondly,

the questionnaire was collected by random sampling

and active sampling method with the people of

Harbin City as the survey target, and SPSS 24.0

software was used to analyze the data, including the

analysis of reliability, validity and correlation. Then,

calculate the comprehensive score of each index of

public cultural service in Harbin, evaluate the quality

Sun, Y. and Shi, Y.

Evaluation of Public Cultural Service Quality in Harbin Based on SPSS Software.

DOI: 10.5220/0012070100003624

In Proceedings of the 2nd International Conference on Public Management and Big Data Analysis (PMBDA 2022), pages 71-76

ISBN: 978-989-758-658-3

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

of public cultural service in Harbin, and put forward

some optimization suggestions.

2.2 Model Construction

SERVQUAL, which stands for "Service Quality",

was proposed by American scholars Parasuraman,

Zeithamal and Berry in 1988, and PZB explained the

connotation and components of SERVQUAL, and

determined The SERVQUAL evaluation model is

based on customer perceptions and advocates the

assessment of service quality based on customer's

subjective perceptions, with the "service quality gap

model" as the base point of evaluation (Parasuraman,

Zeithaml, Berry 1988). The PZB team believes that

the questions in the scale should be adjusted and

modified appropriately when measuring service

quality in different industries. Therefore, based on the

SERVQUAL scale, this paper combines the existing

literature and the characteristics and requirements of

Harbin's public cultural services to form a scale for

evaluating the quality of public cultural services,

which is composed of 20 indicators in 5 dimensions.

3 RESEARCH DESIGN AND

EMPIRICAL RESULTS

3.1 Research Design

3.1.1 Design of Measurement Indicators

The research object of this paper is the quality of

public cultural services, which is a fuzzy emotional

indicator that cannot be accurately quantified for

research, so this paper adopts a fuzzy processing

approach and proposes public cultural quality

measurement dimensions and indicators with

reference to the more mature SERVQUAL evaluation

scale of the PZB team and combined with the

National Public Cultural Services Program and

Content and related practical situations. In this paper,

the quality of public cultural services is divided into

five dimensions: tangibility, reliability,

responsiveness, assurance, and empathy.

Tangibility means that the service quality is an

intangible feeling, so it can only be assessed laterally

in terms of objective tangible products such as the

spatial layout of public cultural venues, indoor

environmental atmosphere, infrastructure equipment,

and appearance of employees (Wang, 2022).

Reliability refers to the ability of the government to

accurately provide the promised services and to build

the credibility of the government through reliable

services. Examples include the ability of service

personnel to provide professional services, detailed

promotional materials, and to safeguard the public's

personal and property safety. Responsiveness refers

to the government's ability to provide effective and

convenient services, requiring service personnel to

face the public in a friendly and kind manner, to

understand the actual needs of the public, to respond

to the public's needs in a timely manner and to quickly

correct any problems that arise in the service.

Assurance means having sufficient service personnel

and service hours to meet the needs of the public

(Chen & Cao, 2019). In addition, they should have

professional knowledge and good language skills to

respond accurately to the needs of the public.

Empathy means that the service personnel can fully

consider the public's feelings, put themselves in their

shoes, and make them feel humane and caring (Le &

Zhong, 2014).

3.1.2 Research Object

The questionnaire was designed to study the quality

of public cultural services based on the public

perception of the residents of Harbin City, and to

understand the actual needs of the public for public

cultural services through field surveys and visits, and

to improve the design of the questionnaire to make it

more scientific. The questionnaires were collected

through active sampling of the elderly group over 60

years old, while the others were randomly sampled

and distributed through online questionnaires by

Questionnaire Star. A total of 405 questionnaires

were collected, 405 were valid questionnaires, and the

number of valid questionnaires reached the standard

of model analysis.

3.2 Analysis of Research Results

3.2.1 Sample Situation Analysis

Using SPSS24.0 to realize the process of population

frequency analysis.

Table 1: Demographic variable frequency analysis

Variable Item

frequency

Percentage

(%)

Gender

Male 190 46.91

Female 215 53.09

Age

18-30 years

113 27.90

31-40 years

107 26.42

PMBDA 2022 - International Conference on Public Management and Big Data Analysis

41-50 years

96 23.70

51-65 years

89 21.98

Education

High

school/junior

high school

and below

36 8.89

College 67 16.54

Bachelor's

degree

227 56.05

Master's

degree and

above

75 18.52

Place of

residence

Urban

permanent

residence

223 55.06

Suburban

permanent

residence

85 20.99

Temporary

residence in

the city

97 23.95

According to the results of the above analysis, it

can be seen that the questionnaire contains people of

different ages and classes, which is in line with the

requirements of the sample survey.

In terms of gender ratio, this questionnaire survey

was designed for 190 males and 215 females. The

difference between the male and female ratios is not

significant, which matches with the actual gender

ratio in Harbin City, indicating that the demand for

public cultural services is consistent between males

and females.

In terms of the age distribution of the sample, the

largest proportion of young people aged 21-40 and

middle-aged people aged 41-60 are in the golden age

of life, with complex and diverse needs for public

cultural services and a strong willingness to

participate in public cultural services.

In terms of education level, undergraduates

account for the majority of the total sample, which is

basically consistent with the proportion of education

in Harbin City, indicating that the questionnaire has a

certain coverage and randomness.

In terms of the percentage of residence in the

sample, 23.95% live temporarily in the city, and

nearly a quarter of the inflow of foreign talents have

the same demand for public cultural services in

Harbin City.

3.2.2 Reliability Analysis

Reliability is a tool to test the reliability and stability

of the questionnaire. This questionnaire uses SPSS

24.0 to test Cronbach's Alpha coefficient to realize the

reliability analysis process. The value range of

reliability coefficient is 0-1. The closer the reliability

is to 1, the higher the reliability is, and it is better to

be above 0.7, which indicates that the scale data is

available. If Cronbach's Alpha coefficient is below

0.6, it is necessary to re-compile the questionnaire.

Table 2: Questionnaire standardised reliability analysis

Analysis

dimension

Number of items

Cronbach’s

Alpha

Tangibility 4 0.895

Reliability 4 0.830

Responsiveness 4 0.905

Assurance 4 0.874

Empathy 4 0.882

Overall 20 0.962

According to the above reliability analysis results,

it can be seen that the standardization coefficients of

the above five dimensions are all > 0.7, and the

internal consistency of each index is good, so the

questionnaire questions do not need to be adjusted.

According to the overall reliability coefficient of the

questionnaire, the standardized Cronbach coefficient

is 0.962, which is between 0 and 1, indicating that the

overall reliability of the questionnaire is very high,

and the questionnaire is scientific and reliable.

3.2.3 Validity Analysis

Validity analysis is used to test the correctness and

validity of the data, and higher validity indicates that

the findings of the questionnaire are more true and

valid. The questionnaire was administered using

SPSS 24.0 software, and two main indicators, KMO

(Kaiser-Meyer-Olkin) test and Bartlett's test of

sphericity, were used to implement the validity

analysis process.

Table 3: KMO values and Bartlett’s sphericity test

KMO and Bartlett Calibration

Kaiser-Meyer-Olkin measurement o

sampling suitability.

.947

Bartlett's spherical

check

Approx. cardinality

Chi-square

3320.872

190

Significance

.000

According to the results of the above exploratory

analysis, it can be seen that the result of the

coefficient of KMO test is 0.947, and the coefficient

of KMO test takes values between 0 and 1. The closer

Evaluation of Public Cultural Service Quality in Harbin Based on SPSS Software

to 1 means that the validity of the questionnaire is

better, so the validity of this questionnaire is very

high. According to the significance of the sphericity

test it can also be seen that the significance of this test

is infinitely close to 0, so the questionnaire has good

validity.

3.2.4 Correlation Analysis

Correlation analysis was used to measure the

correlation between variables and the questionnaire

was implemented using SPSS 24.0 for the correlation

analysis process.

Table 4: Correlation analysis

Varia

bles

Correlati

Tan

gibi

lity

Reli

abili

Res

pon

sive

ness

sur

pat

Tangi

bility

Pearson

correlatio

Reliab

ility

Pearson

correlatio

.650

Respo

nsiven

ess

Pearson

correlatio

.710

.819

Assur

ance

Pearson

correlatio

.700

.714

.816

Empat

Pearson

correlatio

.676

.739

.803

.79

**. Correlation is significant at the 0.01 level (two-

tailed

)

Correlation analysis was used to measure the

correlation between variables and the questionnaire

was implemented using SPSS 24.0 for the correlation

analysis process.

4 CONCLUSION

The data analysis using SPSS24.0 software shows

that the questionnaire has good reliability and

validity, and the four analysis dimensions of public

cultural service quality, namely, tangibility,

reliability, responsiveness, assurance and empathy,

have good correlation. The questionnaire design is

reasonable, and the questionnaire title does not need

to be adjusted. It is scientific to use this questionnaire

to analyze the quality of public cultural service in

Harbin City.

After verifying the reliability and validity and

establishing the evaluation model, the weight of each

index should be determined. Referring to the quality

evaluation method of Sun Hao (Sun & Ma 2022), the

arithmetic average score 𝑥̅



of each index is

calculated, which is brought into formula (1), and

then substituted into formula (1) to calculate the

important weight 𝛚 of each index.

𝑥̅



𝛚=

(i=1,2,3……20) (1)

∑

𝑥̅







Factor analysis is carried out by SPSS 24.0

software. The weight of the factor load of each item

in each dimension in the total factor load is the

weighted weight 𝛆, which is brought into formula (2)

to calculate the comprehensive weight 𝛏 of each

index.

𝛚



𝛆



𝛏 = (i=1,2,3……20) (2)

∑





𝛚



𝛆



Substituting into formula (3), the comprehensive

score C of public health quality is obtained:

∑𝛏

𝒊

𝒚



𝒊

𝐂= (i=1,2,3……20) (3)

∑𝛏



Among them, C is the comprehensive score of

public service quality, 𝛏



is the comprehensive

weight of each index of public cultural service quality,

and 𝒚



𝒊

is the average score of satisfaction of each

index.

By substituting the relevant data, the

comprehensive score of Harbin's public cultural

service quality is 3.7303.

The questionnaire was divided into five levels of

"very satisfied, satisfied, average, dissatisfied, and

very dissatisfied" using a unified evaluation standard,

and the scores were assigned as "5, 4, 3, 2, and 1"

respectively. The average score of each index was

then calculated and ranked according to the data in

the sample. See the following table for the indexes,

dimensions and overall public service quality

evaluation scores and ranking of Harbin Public

Cultural Service Scale.

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Table 5: Comprehensive score of public cultural service quality in Harbin City.

Dimensional Measurements Overall score Sorting Dimensional

score

Tangibility

Reasonable spatial layout 3.9365 4

3.9548

Comfortable indoor

environment

4.0487 1

Adequate service facilities

3.8682 6

Staff appearance is neat and

tid

3.9658 2

Reliability

Provide professional services

3.6878 13

3.7951

Detailed service publicity

materials

3.7707 10

Real time public cultural

services

3.7560 12

Personal and property safety is

uarantee

3.9658 2

Responsiveness

Staff are friendly and kind

3.8634 7

3.6707

Actively understand the actual

needs of the public

3.5902 17

Respond to the needs of the

ublic in a timely manne

3.6390 14

Correct problems in service in

time

3.5902 17

Assurance

Access to abundant public

cultural service resources

3.7609 11

3.7524

Public interest is given priority

in service delivery

3.8976 8

Adequate staffing of service

venues

3.6146 16

Service hours can meet the

needs of the

ublic

3.7951 9

Empathy

Staff actively promote public

cultural information

3.6341 15

3.6292

The staff gives feedback on

complaints from the public

3.5756 19

The institution is able to make

return visits to customers

3.3804 20

Gives personalized care to

ecial

rou

3.9268 5

Overall score 3.7303

The evaluation results show that the quality of

public cultural services in Harbin City has an overall

score of 3.7303, which is between "average" and

"satisfactory", and the quality of public cultural

services in Harbin City is in the middle to upper level

in five dimensions. Only the tangible dimension is

close to "satisfied", which indicates that the

construction of public cultural venues and

infrastructure in Harbin City is relatively complete,

but the responsiveness and empathy of public cultural

services are low, and there is much room for

improvement.

5 SUGGESTIONS

5.1 Cultivate Professional Public

Cultural Service Personnel

The quality of public cultural service personnel

affects the public's perception of public cultural

services. According to the survey, the overall rating

of 3.6390 for the indicator "public cultural service

personnel are able to meet the needs in a timely

manner" is ranked 14 among all indicators, indicating

Evaluation of Public Cultural Service Quality in Harbin Based on SPSS Software

that the construction of talents in public cultural

service places in Harbin City needs to be

strengthened.

Enhancing the public cultural talent service in

Harbin City can be achieved through the following

points: First, increasing the number of public cultural

service personnel in Harbin City. The government

can strengthen the internal training and external

introduction of cultural talents. Second, to provide

ideological guidance to public cultural service

personnel. Cultivate service personnel to treat the

public with an easy-going, friendly attitude. Third,

the professional knowledge of public culture service

personnel should be cultivated so that they can

accurately grasp government policies and relevant

legal provisions on public culture, timely meet the

needs of the public and answer public questions.

5.2 Establish a Reasonable Public

Feedback Mechanism

The improvement of the quality of public cultural

services requires the joint efforts of both the

government and the public, so it is necessary to

establish a smooth communication and feedback

mechanism for the public. According to the survey,

the score of empathy dimension is the lowest.

Therefore, it is necessary to strengthen the public

feedback mechanism for public cultural services in

Harbin City.

First of all, the public needs smooth channels and

convenient platforms to express their needs. The

government should establish offline institutions and

online platforms that specifically receive suggestions

and evaluations from the public, combine online and

offline, and actively improve the quality of public

cultural services from the needs of the public itself.

Secondly, we should strengthen the social

supervision of public cultural services. We should

establish online and offline supervision boards,

improve the supervision and management.

Vigorously publicize the supervision board so that the

public can actively express their opinions and

promote the improvement of the quality of public

cultural services in Harbin City.

5.3 Strengthen Public Cultural

Services Publicity

Strengthening public cultural services to meet the

spiritual and cultural needs of the masses is of great

significance in promoting the construction of urban

civilization. The survey shows that 44.38% of people

don’t agree that they have access to public cultural

propaganda materials with detailed contents. The root

cause of this result is the government's insufficient

publicity of public cultural services.

Enhancing the public cultural talent service in

Harbin City can be achieved through the following

points: First, we should make full use of post

publicity. The public culture institutions such as

libraries, museums, and comprehensive street cultural

stations should make full use of their positioning,

displaying real-time public culture information in the

halls of museums by placing relevant posters,

standing boards, and LED screens, so that the public

can receive relevant public culture service

information. Second, the use of new media for

propaganda. Libraries and museums at all levels can

actively use the advantages of new media, adopt

modern marketing methods such as public numbers,

microblogs, TikTok and Little Red Book, innovate

marketing contents, close the distance between the

public and public cultural services, and make more

people understand and enjoy the public services.

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