Purpose – To analyse the key factors shaping student satisfaction in VET studies and how this satisfaction influences students' intention to recommend the programme and their perception of its institutional and social reputation. Design/methodology/approach – On-site surveys through a link to students of VET higher education studies (n = 158) in Extremadura (Spain) from the professional families of administration and management and commerce and marketing. The methodology used is structural equation modelling to evaluate the causal relationships of the proposed theoretical model. Findings – Students’ perception of how well their VET studies prepare them for future professional life is the most influential factor in determining satisfaction, above academic aspects, expectations or infrastructure. Additionally, satisfaction has a direct impact on both the intention to recommend the programme and the perceived reputation of VET studies. Practical implications – Educational institutions can improve the perceived value of VET studies by strengthening ties with the professional world, incorporating active methodologies focused on real-world skills and enhancing reputation through alumni involvement, outreach activities and communication strategies based on student satisfaction. Originality/value – The study contributes to the still limited body of research on satisfaction in VET by proposing and validating a model that connects satisfaction with future attitudes, such as recommendation intention and perceived reputation, offering a useful framework for understanding and enhancing the long-term positioning of VET programmes. © 2025 Emerald Publishing Limited
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