Research On Influencing Factors Of Secondary Vocational Education Service Quality Based On 8Ps Service Marketing Element Model

Since the implementation of the 11^th Five-Year Plan,China's vocational education system has been continuously improved.The scale of enrollment,the number of students enrolled,and the number of graduates all have significantly increased.Although the“quantity”of vocational education in China has increased,there are still many problems in the development of the“quality”of vocational education.For example,the level of education services in secondary vocational schools is difficult to adapt to the needs of students,and it is difficult for secondary school graduates to meet job demands.In the final analysis,it is difficult for secondary vocational colleges and universities as providers of educational services to guarantee the quality of secondary vocational education services.Therefore,it is of great significance to study and discuss the influencing factors of the service quality of secondary vocational education in order to improve the quality of running schools in secondary vocational schools and meet the needs of students and social development.Many researchers at home and abroad have generally accepted the view that education is a service,and some scholars use students'perspectives as a target of evaluation to investigate the quality of educational services.However,such research is mostly based on the field of higher education.There is relatively little research about secondary vocational education.In terms of research tools,the researchers widely adopts the revised SERVQUAL model,which measures the expected quality and actual perceived quality of students'educational services,and uses their differences to represent the level of educational service quality.It is imperative to innovate in research tools.Therefore,based on the existing research results,this paper has compiled a questionnaire based on the 8PS elements,and studies the factors affecting the service quality of secondary vocational education.The research data of this paper comes from three vocational schools in Tianjin.The results of quality analysis of sample data show that the questionnaire has a high degree of reliability and validity.Using the structural equation model,the factors affecting the quality of education services are routed.The analysis confirms that the four factors of service process,service pricing,service promotion,and service effectiveness have positively-relevant direct impact on educational service quality.Service products,service personnel,service environment,service process,and service channel have a positive correlation with service effectiveness.In the direct impact relationship,service personnel have a direct and positive impact on the service process;to test the susceptibility of different groups in secondary vocational education,finds that students of different grades have significant differences,while there are no significant differences between genders and different majors.At the end of this paper,based on the research content and results,several suggestions for improving the service quality of secondary vocational education are put forward:first,adhere to the student-oriented method of measuring the service quality of secondary vocational education;second,emphasize the participation of all walks of life,and jointly build a service quality assurance mechanism for secondary vocational education;third,use 8ps service marketing strategy one by one to improve the quality of education services.