Research On The Standardization Of Non-academic English Education Service Industry

As the necessary supplement of academic education from primary and secondary school,junior college education and undergraduate to postgraduate,non-academic education service has strong social needs.In the field of targeted education,such as vocational qualification examination and all kinds of threshold subjects,the market capacity is big and the industrialization develops rapidly.In the context of globalization and with frequent international exchanges and trade,communication with western countries,America,Britain and so on,has promoted the development of national economy and improvement of international competitiveness to a large extent.As a medium of communication,the importance of English is self-evident.However,it is hard for the traditional English education to meet diverse and changeable needs of market.On the basis of these,the non-academic English education service industry springs up rapidly and plays a strong complementary role for education.Due to the late start of non-academic English education service industrialization,the route of ordered development is not clear and non-standard problem of industry development is common.Researching and analyzing the standardization of non-academic English education service industry are of great significance to realize the healthy development of industry and meet market needs.Basing on the analysis of the characteristics of non-academic English education service industry,this paper finds that characteristics of the industry anomie are properties of shield,transmit and destroy.The attributions of industry anomie come down to: imperfect industry access mechanism,which leads to cut-throat competition between enterprises in limited market capacity;deficient effective supervision system,there is no agreed service quality standard;incomplete industry withdraw mechanism,which means the withdraw mechanism is dummy;defective industry association,which lack of coordination and self-discipline.According to different market behavior subjects,the patterns of industry anomie are divided into anomie under “super star effect” of large enterprises and anomie under “obstacle free” of small and medium-sized enterprises.On the basis of the relationship between industry subjects behavior and the industry anomie,attributions of the industry anomie have been explored from in industry subjects behavior terms.Due to the effects of students' perceived service quality and behavior intention on the behavior of educational institutions,it is the pressing matter for non-academicEnglish education service industry to find the difference between the expected service quality and the perceived service quality,finding internal and external influencing factors,and analyze the relationship between the perceived service quality and the behavior intention.From the three dimensions,service environment perception,service product perception and service delivery perception,perceived service quality of non-academic English education is fitted and the conceptual model of “perceived service quality--emotion--behavioral intention” is constructed.The structural equation model is established by AMOS24.0 to conduct empirical study,which verify the relationship between perceived service quality,student's emotion and behavioral intention of non-academic English education.The result suggests that perceived service quality is positively correlated to student's emotion and behavioral intention,which is a way to change student's behavioral intention and the factor that affects industry subject behavior.Finally,according to the characteristics and attributions of non-academic education service industry anomie and the research on the relationship between perceived service quality,emotion and behavioral intention,from views of industrial supervision,and industrial subjects,strategies have been proposed for the standardization of non-academic education service industry.Thus,the trust and the loyalty to industrial subjects by student would be enhanced and the behavior of industrial subject would be regulated,promoting the development of industry standardization.