An Empirical Study On Educational Consumption Satisfaction Degree For College Students

This paper did a survey on educational consumption satisfaction degree in a Hubei university using the experts' project to determine the weights of factors, calculated the score of satisfaction indexes, and analyzed the research status on the base of the findings of the educational consumption satisfaction degree for college students. Students in all aspects of school life were likely to affect the evaluation of students, the school's soft environment than the hard had a greater impact on consumer satisfaction. According to the affected overall satisfaction level of strength or weakness, the impact of factors of importance to sort were: student management and support, logistical services, campus culture, students perceived value, teaching services, library services, school image. These factors were also affected by investigation individual factors to varying degrees. Grade was significantly affected by the campus culture and logistics services; home location was significantly affected by the students overall satisfaction, student management and support services, campus culture and logistics services; gender was significantly affected by teaching factor ,only; subject categories was significantly affected by teaching service, student management and support services and students perceived value ; the faculties of schools was significantly affected by other factors, except the image .Consumer satisfaction for college students was generally not satisfied, and recovered its roots mainly in the following points:Firstly, the university management had not been thoroughly conversion concept, not based on the student-based, not thoroughly treat the students to receive education services as "consumers." Secondly, the higher education market in China was still a seller's market, the school had not fully been aware of the operation of the market under conditions of good self-adjustment and improvement of the importance and thus the sensitivity of the issue was not very high, which was impacted on the assessment being lack of awareness of student interests and demands. Thirdly, the university management in the normal work didn't take seriously the complaints, and take remedial measures in time, so that the perception of students has formed a vicious cycle.In response to this status quo, the paper proposed that the implementation of consumer satisfaction strategy was an important direction for the reform of higher education and gave some feasible suggestions to improve consumer satisfaction : Firstly, establish a operating schools idea of "student- consumers satisfaction"; secondly, know and understand the requirements and expectations of consumers; thirdly, establish the evaluation criteria of services; fourthly, overall improvement, improving teaching service satisfaction; fifthly, attach more importance to the school image and establish brand awareness; sixthly, strengthen the campus cultural development; seventhly, raise the level of student management; eighthly, strengthen logistics management and improve service levels.In the process of implementation the strategy of consumer satisfaction, should do the following work: Firstly, run through "consumer satisfactory" all aspects of education services; Secondly, do student satisfaction survey using the scientific and systematical methods. Finally, it should be noted that the correct approach to enhance customer satisfaction and loyalty is to take a targeted strategy to maximize consumer satisfaction, on the basis of in the consumer segment.