A Comparative Study on the Expectations of Art Education Service Quality in Different Types of Art Colleges in China

Abstract

This quantitative study aims to analyze whether there are differences in students’ expectations of service quality in higher art education between two Chinese art colleges. This study adopts a descriptive research design. The sample of this study is the second-year undergraduate art education students from a vocational art college and a non-vocational art college in China (200 males and 200 females). A questionnaire set (consisting of 22 items) using five Likert scales was used to collect the data. The questionnaire was used to gauge students' expectations of service quality in five dimensions: tangibility, reliability, responsibility, security, and empathy. Before the actual research, a pilot test was carried out to obtain the reliability and validity of the instruments. The study's findings indicate significant differences in students' expectations of service quality in all the five dimensions between Sichuan Film and Television College and Sichuan Vocational College of Art in China. This study has specific theoretical and teaching significance. In theory, these findings are similar to Parasuraman, Zeithmal, and Berry's work SERVQUAL. The research results can better reflect this case than the five dimensions (tangibility, reliability, responsibility, security, and empathy) in teaching. In addition, we need to study other factors that affect the quality of art education in colleges to improve the quality of art education in China.