Research On Factors Affecting The Reputation Of Hunan Independent Colleges Based On The Perspective Of Students

With the rapid development of higher education,the competition of student source between colleges is becoming more and more fierce.Therefore,shaping a good independent college image and reputation is one of the important conditions to win victory in the competition of student source.However,there are rare research results related to the reputation of independent colleges at home and abroad.Besides,due to the differences of national conditions and educational models,the reference value of foreign research results is relatively limited.This paper takes into account the relationship between colleges and students,which evolves from the previous relationship of colleges’ selecting students to the current relationship of students’ selecting colleges.Besides,the independent colleges’ particular characteristics of running school result in the independent colleges’ strong dependence on students.Therefore,from the perspective of the students of independent colleges,the paper makes a survey analysis of student satisfaction to research the factors affecting the reputation of Hunan independent colleges.Based on the theory,the paper constructs the relationship model,and reviews the relevant concepts of reputation and satisfaction evaluation in colleges and universities.From the perspective of students,the paper uses the stakeholder theory and utility theory to divide the constituent factors of independent college reputation into emotional tendency and rational cognition and divide the influencing factors into eight dimensions,including educational resources,teaching services,students’ attention to the parent university,teaching staff,talent training,geographical location,campus culture and logistics service.Through the empirical research,it is found that the three influencing factors of teaching services,campus culture and educational resources can not only affect students’ rational cognition of the independent college in the aspects of recognition and fondness for the independent college,but also make students be linked with the college emotionally and profoundly.Talent training,teaching staff and students’ attention to the parent university have a significant impacton the rational cognition of the reputation of the independent college and don’t have a significant impact on emotional tendency.Geographical location and logistics service have a significant impact on the emotional tendency of the independent college’s reputation and don’t have a significant impact on rational cognition.On the basis of empirical research,this paper puts forward the corresponding countermeasures and suggestions for the improvement of the reputation of independent colleges,including:attaching great importance to the talent training quality of independent colleges;strengthening the construction of teaching staff of the independent college;continuously improving the level of teaching services in independent colleges;cultivating up-and-coming campus culture in independent colleges;positively creating good conditions of running school;constantly improving the level of logistics service;making full use of the shared resources of the parent universities;striving to broaden the students’ horizon.Besides,the paper points out the shortcomings of this paper and the research direction in the future.The innovation of this paper lies in: firstly,this paper perfects the research on factors affecting the reputation of Hunan independent colleges,which is of great significance for Hunan independent colleges to create a good social reputation in the future.This paper strives to find out the profound factors affecting the reputation of independent colleges,so as to guide the independent college to truly create a good reputation.Secondly,in the selection of independent college reputation influencing factors,the author adds the dimension of “geographical location”,which was not mentioned in previous studies.The author believes that the location of colleges has an impact on student satisfaction and even college reputation.With the increasingly fierce competition in the market,students may further consider first-tier and second-tier urban household registration,employment opportunities after graduation and other issues when they choose colleges and universities.