The Study, Based On The Reputation Of The Independent Institute Of Student Satisfaction Evaluation

In the process of popularization and diversification of higher education market, competition for obtaining education resources among colleges seems to be more radical than ever before. Under such condition, the image and reputation are key elements to make them outstanding and gain a sustainable competitive advantage. Undoubtedly, it is the high time that independent colleges paid their attentions to reputation management. However, the relative researches and literatures concerned with this field seem to be scarce. Furthermore, differentiationes between cultures make those foreign literatures even less referable. Therefore, it is urgent to study the reputation of independent colleges in the background of Chinese culture, for the sake of both theoretical study and managerial practice.The author of this dissertation has the opportunity to participate in a program conducted by Zhejiang Educational Department, which is called "research on the development of independent colleges in China". Turning to the human resource and periodic productions of the program, as well as relative literatures, this dissertation is devoted to evaluating the reputation of independent colleges in a quantitative way. Nowadays, colleges are confronting with the transformation from selecting students to being selected by students. Considering that independent colleges even rely on students more readily by nature, this dissertation focuses on the evaluation of independent colleges from the perception of students' satisfaction, mainly giving insight into three contents: the indexes, the relationship and the weight. Finally, based on the findings reported above, it explains the managerial implications towards strategic management of independent college reputation. The dissertation is organized as follows:First, the dissertation has an overall review about literatures concerned with reputation and satisfaction, especially those related to the evaluation approaches of reputation , high school repuration and students' satisfaction, which is intended to be the theoretic support for the proposed reputation evaluation. Also, this dissertation conceptualizes independ college and independ college repuration, and makes an analysis towards the concepts that concerded with them.Second, taking empirical analysis and mathematical statistics as the major support, and using the reference materials as the subsidiary, this dissertation carries out exhaustive tests to the hypothetical model: through Component Analysis, it presents evidence that the independent college reputation consists of twocomposition factors: the affective components (AC) and the cognitive components (CO , which are affected by six influence factors, namely: education resources (ER) .management service (MS) , teaching staff (TS), talent cultivation (TC) , psychology oriented (PO), matrix concerned (MC) ; Through Correlation Analysis and Regress Analysis, it shows how the reputation composition factors are affected by the influence factors; through Expert Investigations and Analytical Hierarchy Process, it makes clear of the weight every influence factor takes, thus provides us with the independent college reputation index (ICRI) . Then it successfully puts forth a Multi-dimensional Scale for measuring independent college reputation according to the Component Score Coefficient Matrix.Finally, on the basis of the evaluation model suggested above, with Importance-Performance Analysis, this dissertation establishes a Matrix for Prioritizing Action towards strategic management of independent college reputation, so as to clarify the priority areas that independent collegs should focus on. At last, it winds up with limitations of this dissertation and suggestions for further research in this field.