The Research On The Relationship Among Image Of Local College And Student Satisfaction And Student Loyalty

University image is a variety of specific acts of university research,teaching,and is a developing induction in the educational process through long-term accumulation and precipitation,and is the best interpretation of its own characteristics and personality.In recent years,the research of university image focused on the social value of university,the purpose is to establish the image of the external brand building and improve the public impression.But students as the higher education direct customers,its own experience will make a greater difference in awareness of colleges.Their level of satisfaction can have difference in development of the school,and students of high loyalty will become future advocates and supporters of resources to universities.It is necessary from the perspective of students to discuss the image of the university constitution.Due to limitations of the study and college image data vary widely,this study aimed to investigate the image of the local colleges and universities.On the basis of literature review,taking university Q as example,the research develop a measure of image scale from the perspective of students.After the pre-survey questionnaire corresponding questions of purification and expert advice,a formal questionnaire formed.By factor analysis,the research extracted seven concepts,image of philosophy,teaching,research,behavior,improvement,visual and publicize.So a measure of image scale of local colleges is constructed,and proposed hypothesis.Then construct structural equation model by using factors and student satisfaction and loyalty,and analyzed the correlation between the factors and student satisfaction and loyalty.According to the result of the fitting,modified the model and verify the mentioned hypothesis.The results show that the image of the local colleges has a significant positive impact on the formation of student satisfaction and loyalty,the image of the behavior,philosophy,and publicize has positive impact on student satisfaction,the image of improvement,philosophy,publicize and behavior has a positive impact on student loyalty,the image of behavioral has negative impact on loyalty.The university image also form student loyalty partially mediated by student satisfaction.Finally,according to the specific circumstances of the school,the paper proposes countermeasures and suggestions to improve the image of the school.