Research On The Impact Of Perceived Quality And Perceived Value On Consumer Satisfaction Of Vocational Training

With China’s economy stepping into the “new normal” phase, the quality of creative talents and workers has been put forward new demands and Vocational training is one of the important ways to improve the quality of staff. No matter newcomers or employees choose vocational schools to improve themselves. With the booming of vocational schools, the competition among these schools intensified. How to increase consumer’s satisfaction is a key factor for companies to win in the competition.The main research of this paper is the factors that affect the satisfaction degree of vocational training and the relationships among these factors. By using questionnaires and street interviewing, we launched research on different kinds of organizations, such as Accounting school, IT school, legal training and so on. By using the theory of Consumer Satisfaction and Service quality theory, we establish the structure model of consumer satisfaction in vocational training institutions. The main latent variables of satisfaction are consumer expectation, perceived quality and perceived value. We assume the relevant relationship between the variables and design scale and questionnaire of consumers’ satisfaction on training schools.185 valid samples are collected out of 200 questionnaires, then we use software SPSS18.0 and AMOS17.0 to describe the questionnaire and test the reliability and validity of the questionnaire. The scale is based on the existing consumer satisfaction index scale, thus the reliability and validity of the questionnaire are quite good. Because the size of the collected sample is small and the data does not obey the normal distribution, so we use AMOS17.0 to measure the index of the model. Data analysis and study conclusion mainly include:(1) After the confirmatory factor analysis was carried out by using AMOS17.0 software, six factors were extracted according to each principal components variance contribution rates, consistent with the number of latent variables contained in the model, the general situation of which can be well reflected in the questionnaire.(2) As can be seen from the regression results, consumer perceived quality and perceived value have significant positive effects on satisfaction, meanwhile, consumer perceived value plays a partial intermediary effect on perceived quality and consumer satisfaction. Therefore, for training enterprise, the key to winning the consumer satisfaction lies in improving consumer perceived quality and perceived value.Based on the structural equation, we established the consumer satisfaction model of training institutions, which has certain value and reference function to research on education and training. In one aspect, this research expand the scope of application of consumer satisfaction theory, in other aspect, to build a conceptual model of consumer satisfaction of vocational training institutions,we put vocational training satisfaction into the cause and effect chain; We not only measure the degree of consumer satisfaction, but also find all hidden variables of consumer satisfaction. By this way, we can help enterprise find problems existing in their service providing, and we can also find consumer’s expectations and their needs, which aims to the improve the quality of the training and consumer satisfaction.