The causal relationship between service quality, corporate image and adults' learning satisfaction and loyalty: A study of professional training programmes in a Taiwanese vocational institute

Abstract

Vocational education has constituted one of the key factors in the rapid growth of the Taiwanese economy in the past decades. Recent increases in the number of vocational training institutes have resulted in higher market competition. Under such circumstances, institutes view themselves as providers of a quality service in order to attract prospective students. The study proposes a total student experience model that views service quality and institution image as critical factors that promote students' satisfaction level, which ultimately influences students' loyalty toward vocational training institutes. Data collected from a vocational training institute in Taiwan (n = 321) were analysed using structural equation modelling. Results showed that service quality and institution image are critical elements in maintaining student satisfaction; service quality and institution image influence student loyalty indirectly through student satisfaction levels. Thus, vocational training institutes should promote students' satisfaction and reactions in conjunction with improving service quality and institution image.