Factors Impacting on Sophomores’ Satisfaction and Loyalty Toward Education Quality in Higher Vocational Colleges in China

Purpose: This research paper aims to investigate the key influencers that significantly impact student satisfaction and loyalty toward education quality in higher vocational colleges in Chengdu, China. The conceptual framework proposed a causal relationship among academic aspects, reputation, information quality, instructor quality, perceived value, satisfaction, and loyalty. Research design, data, and methodology: The researcher used the quantitative method (n=500) to distribute questionnaires to sophomore students in higher vocational college. The sampling method includes judgmental sampling in selecting sophomore students at four higher vocational colleges, stratified random sampling is to proportionate total number of students into sample size in each subgroup, and convenient sampling in collecting data and distributing surveys online and offline. The item-objective congruence (IOC) index and Cronbach’s Alpha in pilot study (n=30) was conducted for validity and reliability testing. The Structural Equation Model (SEM) and Confirmatory Factor Analysis (CFA) were used for the data analysis, including model fit, reliability, and validity of the constructs. Results: The results explicated that reputation, information quality, instructor quality, and perceived value significantly impact satisfaction and loyalty, except for academic aspects. Conclusions: Higher vocational schools should focus on improving information technology, improving students’ professional and practical abilities, and strengthening the timely interaction between students and teacher