Research On Student Satisfaction And Loyalty In Higher Vocational Colleges

The popularization of higher education has accelerated the development of higher vocational colleges,which have gradually become the central position to undertake the task of enrollment expansion.The task of recruit new students and the decrease number of college entrance examination students produces a big and difficult challenges for higher vocational colleges.It is a question worth meditative that how higher vocational colleges will survive and develop in the competition.In this situation,students play a prominent role for the development of higher vocational colleges.Students as the direct customer of higher vocational college's educational service,so the satisfaction valuation given by students affects the public.and the students with high loyalty will become the propagandists and resource supporters of colleges.To sum up,it should prove that students' satisfaction and loyalty is an approach that is not to be sneezed at.This study utilizes the results of research on satisfaction and loyalty of students at home and abroad,this paper concts a model of students' satisfaction and loyalty in higher vocational colleges,and takes the students of Higher Vocational Colleges in Tai'an area as the survey object,we analyze the reliability and validity of questionnaire,And then,we analyzed the basic situation of students' satisfaction and loyalty in Higher Vocational Colleges and discussed the relationship between student satisfaction and loyalty.Finally,we made suggestion on how to improve students' satisfaction and loyalty.The results show that:(1)The students' satisfaction has three elements:teaching link,students' development and the campus cultural environment.The highest students' satisfaction is teaching link,the lowest is the satisfaction on campus cultural environment.(2)In the measurement of students' loyalty in higher vocational colleges,students' willingness to recommend is higher than their willingness to choose again.(3)Students in different grades have different satisfaction.The grade difference and the source difference of students are the factors that affect the students' willingness to choose again.(4)As for the influencing factors of students' loyalty: satisfaction in campus cultural life has a significant positive impact on the willingness to choose again;satisfaction in teaching has a significant positive impact on the willingness to recommend.Students' satisfaction and loyalty in Higher Vocational Colleges work together to influence the development of higher vocational colleges.According to this,the article puts forward suggestions: In one hand,the products and services provided by schools should be student-centered to meet the needs of students and create students' loyalty.In the other hand,Schools should take concrete measures on teaching links,student development,and campus cultural environment to improve students' satisfaction and loyalty.and realize the integration of value pursuit So as to create students' continuous loyalty and improve the school's competitive ability and level in the competitive education market.