Divulging Service Quality and Corporate Image of TVIs to Attain Student’s Loyalty to TVET: A Mixed Methods Study

Abstract

This study aimed to uplift TVET attractiveness by revealing the service quality and corporate image of Technical Vocational Institutions (TVIs) in the Davao Region, Philippines, in order to attain students loyalty to TVET using a convergent parallel mixed-methods design. A survey of 350 TVET students and interview with 17 students and 17 trainers were concurrently conducted. Mean, multiple regression analysis and thematic analysis were used to analyze the data. In the quantitative phase, the results showed that TVIs have a high level of service quality and a positive corporate image which significantly influenced the high level of students loyalty to their TVET program. In the qualitative phase, students observed exceptional qualities of TVIs resulting in their satisfying experiences, but they also went through some challenges and disappointments. On the other hand, TVET trainers share their views on how to uplift the TVET image. They identified the strong points of TVIs, which creates a positive image for stakeholders. However, several challenges on TVET program implementation and undesirable services and management practices also surfaced as experienced by TVET trainers who need to be addressed. The Technical Education and Skills Development Authority may review and enhance the implementation procedures, policies and standards in TVET program delivery.