Research On Student's Perception Of Service Quality In University

The theory of Customer's Satisfaction (CS) strategy has been increasingly improvedin the west developed countries from the 90s in 20th century. As one of the indexes used tomeasure customer's satisfaction, Customer's Satisfaction Index (CSI) accordingly is beingdiscussed more and more heatedly at home and aboard. It is American Customer'sSatisfaction Index (ACSI) put forward in 1994 that has been popularly adopted at present.ACSI covers many trades;however, China Customer's satisfaction Index (CCSI) is just inits initial stage. So I regarded university education as my research target and only studiedCustomer's Sentient Quality which is a very important part of the model of ACSIIn this paper, firstly, several basic concepts such as "customer", "product", "customer'ssatisfaction" and "customer's satisfaction index" are introduced. Yet Customer's SentientQuality is the research focus.Secondly, the significance of establishing CSI and its present situation in research areelaborated. The major tools of this research, the Questionnaire Research, the AnalyticalHierarchy Process and the Structural Equation Model, were explained in chapter 3. Thequestionnaires are designed, handed out and retrieved in person. From these data, thescores are worked out and the weight coefficients of the related factors about sentientquality of the students in a university. From these, the students' sentient quality is gotfinally.Lastly, a kind of way named as PLS arithmetic to compute Structural Equation Modelis used. It can be used not only to explore model but also validate the model be true or false.PLS arithmetic is used to validate the rationality of the data from the questionnaires. Onthe base of it, retrospection and prospect of my research are made. I hope I can do my bestto make contribution for the construction of CSI system of Chinese university education.