Study On The Affecting Factors Of Customer Satisfaction Of University-A Case Study On College Students

The word of Customer Satisfaction appeared in the mid of 1970s, and then was paid much attention to and used widely in kinds of industry. In the world full of competition in the market, well made products and service should be distributed to customers and satisfy the their demand, to create high "CSI"(Customer Satisfaction Index).This has been the first source of core-competitiveness and forever strength in competition.In China where the market economy system has been developing, with the reform of education system and economy system, higher education has been brought into the way of competition. The universities in China is facing great challenge. The universities need to get great strength in the competition of students, capital and support from government. So , the Universities need to provide high valued service to customers, especially the students, to create high CSI. And this is the inevitable direction of the development of University.This study aims to explore the affecting factor of Customer Satisfaction for University, and to explore their affection in students in different phrases. The study is operated basing on the development of universities in China, focusing in the Customer Satisfaction. Firstly, we summarized past research relating to our study about Customer Satisfaction of university and general industry. We also gave a brief analysis to the character of students in university according to the past research. Secondly, Basing on the summarization and the deep interview, we founded the 'Affecting Factors of CS ' model, and modified it by surveying. Thirdly, we created a survey research to the students' satisfaction in different phrases. By analysis to the data in SPSS 13.0, we made clear that which are the affecting factors on the satisfaction of students and gave a prove to the affection on the satisfaction in different phrases.This Result of study is expected to be one of the reference of the related research on students' satisfaction and the marketing of universities. And we did give some advice to the management to the future research on this in the study too.