PERCEPTION AND SATISFACTION OF SERVICE QUALITY OF ART EDUCATION UNDERGRADUATES IN CHINA – International Journal of Research in Education Humanities and Commerce

PERCEPTION AND SATISFACTION OF SERVICE QUALITY OF ART EDUCATION UNDERGRADUATES IN CHINA

Han Xinglin* & Subadrah Madhawa Nair*

ABSTRACT

The objective of the study is to analyze the correlation between perception and satisfaction of service quality among art education undergraduates in China. This study uses a descriptive research design. Two sets of questionnaires were used to gauge student perception and satisfaction with service quality in art education of higher colleges. Each set of the questionnaire consists of 22 items using five Likert scales. The samples were second-year art education undergraduates (200 males, 200 females) from Sichuan Film and Television College and Sichuan Vocational Art College in southern China. Before the actual study, a pilot test was carried out to obtain the reliability and validity of the instrument. Findings from the quantitative data show that students’ perception has different degrees of correlation effect in the dimensions of Tangibility, Reliability, Responsibility, Security, and Empathy among art education undergraduates in China. There were no noticeable gender differences between male and female students. Therefore, we can conclude that attention should be paid to improving student satisfaction with the service quality of art education in colleges from the five dimensions of the SERVQUAL scale. This study has specific theoretical and pedagogical significance. Theoretically, these findings support the “SERVQUAL “(Service Quality) theory. In terms of pedagogical implication, the results show that the teaching quality in higher education needs to be improved to meet the satisfaction of students. In addition, further research should be conducted on other relevant factors affecting students’ satisfaction to improve the service quality of art education in Chinese higher colleges.

Keywords: Service Quality, Art education, Perception, Expectation, Satisfaction, Chinese undergraduates

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