Effects Of Driving Training Industry Continued Quality Of Service To Consumers Trust

With the rapid development of China’s economy, the level of consumption israising and the demand for private cars is growing, which flourishes driving-trainingindustry. The number of driving-training school is increasing; however, the industrydoesn’t have a well-known brand throughout the country. The demand fordriving-training is rigid and the market is a seller’s market, which make driving-trainingschool a “boss” who violates the rights of consumers. In particular, lack of credibility ofthe driving-training school becomes a widespread problem.According to the atmosphere of driving-training industry, from the perspective ofservice quality, this paper studies the impact of consumers’ continuous trust. Takingservice quality as Independent variable is due to the fact that driver-training is a serviceindustry and service quality is the key factor to improve credibility. Taking continuoustrust as dependent variable is due to the fact that continuous trust is advanced stage oftrust and there is difference between the two, what’s more, the biggest problem faced bydriving-training schools comes at continuous trust stage (training stage). Therefore, thetopic of this paper both avoids duplication, and makes the research more practicalsignificant.Drawing on previous research, by a small range of interviews and experts’consultant, the paper ultimately divides service quality into two secondary variables,service process quality and service result quality. The former includes five dimensions,tangibles, goodwill, profession, economic and responsiveness; the latter includes onlyone dimension, completion. Meanwhile, consumers’ continuous trust is divided into twosecondary variables, cognitive trust and emotional trust. Combined with characteristicsof the driving-training industry, the paper designs the scale and uses SPSS17.0statistical analysis tools to analyze the reliability and validity of the questionnaire data,to have factor analysis, correlation analysis, regression analysis, and then considers thetest results, finally validates model assumptions.The results show that, the goodwill, responsiveness and completion of servicequality of driving-training industry have significant positive influence on cognitive trustand emotional trust; the tangibles of service quality of driving-training industry doesn’thave significant positive influence on cognitive trust and emotional trust; the economicof service quality of driving-training industry doesn’t have significant positive influenceon cognitive trust but emotional trust; the profession of service quality ofdriving-training industry doesn’t have significant positive influence on emotional trustbut cognitive trust;The descending order of significant positive impact on cognitive trust is completion,profession, responsiveness, goodwill; the descending order of significant positiveimpact on emotional trust is goodwill, economic, completion, responsiveness.According to these conclusions, this paper presents some managementrecommendations and realistic meaning for driving-training industry. At the same time,the paper objectively points out the inadequacies of the study and puts forwardprospects.