(1) Subjectivity. "Customer satisfaction" is a kind of feeling and should belong to the subjective category. Granus believes that the level of service quality management system depends on customers' perception, and the ultimate evaluator of service quality is customers rather than enterprises.
The educational results are important, but what is more important is the students' personal experience, cognitive experience, moral experience and the evaluation of enterprises and society. The quality of education should depend on the comparison between customers' expectations of the quality management system (that is, expected quality) and the actual perception level (that is, experience quality).
The expected quality management system is related to the school's marketing, image promotion and customers' personal needs. The quality of experience is not only closely related to the school's teaching service level, but also influenced by customers' needs, knowledge, experience and emotions.
If the quality of experience is higher than expected, the quality of vocational education may be considered as high, otherwise, it may be considered as low. In a word, quality evaluation has a great relationship with customers' subjective feelings.
(2) the whole process. Quality refers not only to products and services, but also to processes, environment and people. The "prescribed needs" mainly include the government's educational laws, regulations and normative documents, as well as the requirements of school curriculum and specific syllabus; "Potential needs" are those that are not explicitly put forward, but the actual existence or reality has not yet been revealed, and will appear in the future.
"Process, environment and personnel" are fully embodied in the quality assurance system of ISO9000 vocational education, that is, process control, environment creation, human resources and relying on full participation. The education quality management system established according to ISO9000 family standard is a comprehensive system to measure the quality of schools. It aims to fully identify all the links that affect the quality of schools through "process method" and realize the whole process control of school education, teaching, scientific research and supporting services through "systematic method of management".
Therefore, the education quality management system not only pays attention to students' quality education and academic achievements, but also pays attention to the overall school-running level, that is, school-running objectives, development planning, system management, resource allocation and so on. Grannas, a famous marketing scientist, believes that service quality is not only related to service results, but also related to service process.
The service quality actually experienced by customers consists of technical quality (service result quality) and functional quality (service process quality).