Research On The Influence Of Customer Perceived Quality And Perceived Value On Satisfaction In Off-campus Education And Training Institutions

In recent years,China’s off-campus education and training market has developed rapidly,among which the growth of high school extracurricular training market is more prominent.However,the theory and practice of how to satisfy customer satisfaction are only in the embryonic and exploratory stage,which is extremely uncoordinated with the rapid development of China’s huge high school education and training market,resulting in its development encountering bottlenecks to a certain extent.How to meet the needs of students to improve their satisfaction,how to recruit new students when the number of students taking extra-school tutoring drops sharply,and how to leave old students as the key point for the survival of institutions.This paper mainly studies the factors that influence the satisfaction of high school extracurricular tutors,and analyzes the relationship between these factors and customer satisfaction.On the basis of sorting out domestic and foreign studies on off-campus education and training institutions,perceived quality,perceived value and customer satisfaction,and combining with customer satisfaction theory and perceived value theory,this paper constructs a model with perceived quality and perceived value as independent variables,student satisfaction as dependent variable and customer expectation as regulating variable,and puts forward the hypothesis of the relationship among various variables.According to the characteristics of the off-campus education and training industry and the developed and applied mature scale,the student satisfaction scale and satisfaction questionnaire are designed.A total of 360 questionnaires were distributed in this survey,and 349 valid questionnaires were recovered.Descriptive statistical analysis and reliability and validity test were carried out by statistical software SPSS 23.0,and the hypotheses were verified by correlation analysis and regression analysis.The main results are as follows:(1)The KMO value is 0.945 by SPSS statistical data analysis software,which shows that the correlation between variables is strong,far higher than the recommended value of 0.5,and the questionnaire can well reflect the concept of the model.(2)From the results of regression analysis,it can be seen that students’ perceived quality and perceived value have a significant impact on satisfaction,and customer perceived quality is mainly evaluated from three dimensions: course quality,management ability and service level;Customer perceived value is evaluated from three dimensions: overall environment,curriculum cost and perceived profit.Customer perceived value plays an intermediary role between customer perceived quality and satisfaction.Therefore,for off-campus education and training institutions,to attract more students is mainly to meet the needs of parents and students and improve customer satisfaction.The key lies in improving students’ perception of perceived quality and perceived value.