Factors Affecting Satisfaction and Trust of Art Students in Senior High Schools in Chengdu
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Purpose: This study aims to examine the factors affecting student satisfaction towards trust of 500 students in art education in senior high schools (grade 10-12) in Chengdu, China. The conceptual framework is developed on how image, perceived value, service performance, positive affect, social environment influence student satisfaction and trust. Research design, data and methodology: The researcher conducted quantitative approach (n=500), distributing online and offline questionnaires. The nonprobability sampling involves judgmental sampling, quota sampling random sampling, convenience sampling and snowball sampling. Prior to the data collection, Index of item-objective congruence (IOC) validity test and Cronbach’s Alpha reliability for pilot test of 50 participants were implemented, resulting all items are reserved. After the data collection, researcher accounted the Confirmatory Factor Analysis (CFA) to assess validity and reliability and Structural Equation Model (SEM) to test relationship among construct and hypothesis and to confirm goodness-of-fit of the model. Results: The results were that image had the strongest significant effect on student satisfaction, followed by positive affect on student satisfaction, student satisfaction on trust, social environment on student satisfaction. Nevertheless, non-supported relationships were perceived value on student satisfaction, image on perceived value, service performance on student satisfaction. Conclusions: Academic practitioners were recommended to focus on building high level of student satisfaction and trust by ensuring good social environment and facilities, high service standard, promoting school image properly and communicating efficiently to students and their parents.
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