An Empirical Study on Service Quality and Students’ satisfaction and Loyalty of Higher Vocational Education in China
Main Article Content
Abstract
The satisfaction of students with the quality of education services in higher vocational colleges is an important basis for improving the quality of education services in higher vocational colleges. Based on a review of relevant research and theoretical analysis both domestically and internationally, and based on the characteristics of higher vocational education, a conceptual model of student satisfaction with education service quality in higher vocational colleges is constructed through logical inference. Develop a quality measurement scale for vocational college uniforms, and extract five factors through factor analysis: tangibility, reliability, responsiveness, assurance, and empathy. The overall scale passed the tests of reliability and validity. Finally, through regression analysis, the relationship between service quality, student satisfaction, and student loyalty in vocational colleges is obtained as follows: ① The tangibility, reliability, assurance, and responsiveness of service quality in vocational colleges have a positive impact on student satisfaction; ② Student satisfaction has a positive impact on student loyalty; ③ The service quality of vocational colleges will affect student loyalty through the mediating effect of student satisfaction.