College Student Satisfaction Index in China: Model and Empirical Research

According to the current situation of higher education in China, this paper builds a College Student Satisfaction Index model on the basis of ACSI and ECSI. Some structural variables such as information, perceived cost, college image, student expectation, perceived quality, perceived value, student complaint, student satisfaction, and student loyalty. An empirical research on the model is carried out by the questionnaire survey to the freshmen from colleges in Foshan, China. The results show that, expectancy disconfirmation mode and perceived value mode jointly influence student satisfaction; perceived quality and perceived cost have significant effects on student satisfaction through perceived value as a intermediate variable; and the introduction of information and college image variables is helpful to explaining the relationships among student expectation, student satisfaction and student loyalty more reasonably, etc. Some suggestions are put forward, such as enhancing the publicity and promotion, strengthening cost control, raising value perception of college student, and so on.