The Study Of Service Quality About Vocational College Occupation Guidance Based On Student Satisfaction

Since the customer satisfaction was advanced in1990s, problems about the service quality based on the customer satisfaction have received highly emphasis and recognition from both the theory and practice circle.In China, the application of service quality theory based on customer satisfaction in higher education domain is gradually growing. However, there are few studies carried by using this theory on investigations and analyses of the service quality of occupational guidance of the vocational colleges. Therefore, this thesis aims to apply the service quality theory based on customer satisfaction, regards the students as the most direct and important customers of the occupation guidance and service in higher vocational colleges, and measure and analysis the current situation of occupation guidance and service in higher vocational colleges from the point of students satisfaction. By doing this, we could not only improve the enrichment and development of concerning research theories of occupation guidance and service in higher vocational colleges, but could provide reference for the vocational colleges, enterprises and public institutions as well as government to effectively supervise the occupation guidance and service in higher vocational colleges.This thesis is based on the service quality theory; related questionnaire is designed based on the interview, and by pilot study the reliability of questionnaire has been examined. This study takes the students of vocational colleges of Hunan Province as sample, and takes the method of random sample to make the investigation. The main results of the questionnaire are as followings:1. Quality of process and result of occupation guidance are the main factors considered by students to evaluation.2. Whether the quality of process of the occupation guidance is good or not is the critical factor to evaluate the quality of the overall service quality.3. The lack of software is the main factor to influence the service quality of the occupation guidance. The lack of software is mainly as followings:1. Lack of philosophy of putting importance to students needs and of serving students.2. Deficiency of quality of teachers who are responsible for occupation guidance.3. Problems appearing during the process of the occupation guidance.4. Less attention is paid to the achievement of feedback.Based on the fact of the poor service quality of the vocational colleges’ occupation guidance, this thesis analyzes the reason why students’ satisfaction could influence the service quality of vocational colleges’ occupation guidance from the point of philosophy, faculty, implementation and feedback, and provides several countermeasures to improve it. The main countermeasures are as followings:1. Establish the service philosophy of "customer satisfaction".2. Optimize the faculty who are responsible for occupation guidance.3. Improve the implementation mechanism of vocational colleges’ occupation guidance.4. Improve the feedback mechanism of occupation guidance.