A Research On Student Satisfaction Of Higher Education About The 4 "National Project 211" Universities In Guangdong

Students, as the main entities of higer education, are getting more and more importance, but student satisfaction has been given insufficient attention at the era of popularization of higher education. At the same time, the study on quality of service based on customer satisfaction has mature achievement, and be widely used in business. The research suggests that students are the customers of higher education, and their satisfaction can reflect higher education’s quality to much great extent. According to customer satisfaction theory, the paper constructs the undergraduate education’s student satisfaction model, and carries out an empirical study of the 4 “national project 211” universities in Guangdong by SPSS Statistics19.0, and Amos. After analysis, the main conclusions of this paper are generalized as follows:First, the undergraduate education’s student satisfaction model includes seven latent variances named school image, students’ expectation, perceived quality, perceived value, student satisfaction, students’ complaints, and students’ loyalty. There are 13 significant paths among the seven latent variances. School image is the exogenous latent variance, the other six variances are endogenous variances. School image, students’ expectation, perceived quality, and perceived value are antecedents of student satisfaction. Students’ complaints, and students’ loyalty are the outcome variances of student satisfaction.Secondly, there have direct and indirect effects among the seven latent variances of the undergraduate education’s student satisfaction model. Students’ expectation have indirect effect student satisfaction, and the value is higher than the direct effect. Students’ expectation, perceived quality, and perceived value have not direct effect students’ complaints, and students’ loyalty, but have indirect effect by way of one or more intermediate variances. Students’ expectation, perceived quality and perceived value have greater impact on student satisfaction than other endogenous latent variamces. Student satisfaction has the greatest influence on students’ loyalty among all latent variances. School image’s greatest imfluence on other endogenous latent variamces is student satisfaction, the nxet is students’ loyalty.Thirdly, among student satisfaction model, school image’s index is the highest, value of 72.17, followed by students’ expectation, value of 70.2, third is students’ loyalty, value of 64.06. The value of student satisfaction’s index is 62.71, lower than sutdents’ loyalty. It’s in comformity with the basic case of our country’s higher education.Fourthly, at the importance matrix of student satisfaction, perceived quality and perceived value are located in the area that need urgent improvement, students’ expectation is located in the area that have competitive advantage, school image is located in the area that is icing on the cake. Management and service, individual assist, and graduation and employment are located in the area that need urgent improvement, the quality of teaching is located in the area that have competitive advantage among perceived quality’s secondary variances.Finally, the paper analyzes different groups that are divided according to school, age, discipline, and grade. The student satisfaction model has a common applicability because there are no significant difference in the model’s goodness of fit test and path coefficients. However, the paper analyzes different groups according to the manifest variances’ s mean value and find that Sun yat-set University is much elegant way to deal with students’ complaints, the students’ loyalty of South China University of Technology is low affected by students’ complaints, the discipline of science and technology’s mean value is higher than the discipline of sociology, freshmans’ students’ expectation is higher than seniors.According to above analysis, the paper puts forward s set of effective measures of ascension to student satisfaction. The measures are to promote school image, to emphasize on guiding students’ expectation, to optimize perceived quality management, to improve perceived value, to perfect the evaluation of student satisfaction, and to handle properly students’ complaints.