Service Quality Empirical Research In Dalian Higher Education

Higher education faced with the trend of standardization of Higher Education in the globalization of markets and higher education services, higher education in the new environment, new development has encountered a complex crisis, such as lack of resources, and the system is imperfect, and quality of development lag, and so on. These colleges and universities re-examine their quality of educational services from the long-term interests and strategic perspective. The students are the core stakeholders of higher education, therefore, the multiple attributes of service quality of higher education from the students’ perspective and explore the various attributes of students’ satisfaction, students’ reliance and the impact of students’ behavioral intentions, is both practical and theoretical aspects are urgent study of important issues.In this study, students in the research object, the method of combining theoretical deduction and empirical research based on students’ perspective. First of all, through literature review and theoretical analysis, the combination of higher education and quality of service concept, characteristics, and recent research results summarized; Secondly, the quality of higher education services attractive model built on the basis of theoretical studies with SPSS statistical software to test the model and assumptions, the following conclusions:(1)Higher education service quality is a multidimensional concept, including the four dimensions-to enhance the indifferent attribute, must-be attribute, improved attribute and attractive attribute;(2)The four dimensions of service quality of higher education on students’ satisfaction, students’reliance and students’ behavioral intention have a positive significant effect;(3)Improved attribute, must-be attribute and attractive attribute on the students’ behavioral intention subject to the regulatory role of the disciplines. Finally, this study based on four theoretical basis and empirical conclusions rich attractive model of service quality in higher education, and strategies and suggestions on how to improve the quality of higher education services.Based on the students’ perspective in-depth analysis of the problems of the quality of higher education services in the development process, innovative the Kano to service quality of higher education research for the incentive of students’ behavioral intention to grasp the students’ psychological provides a scientific theory and practice; for the college to raise the overall quality of service, training students’ satisfaction and students’ reliance to provide some helpful ideas and suggestions.