An Empirical Study Of Customer Satisfaction In SY College

Along with the continuous development of China and the traditional culture renaissance, studies of Chinese ancient civilization has gradually gained the attention of society, and Chinese Classics craze has become common practice. As the project and place for transmitting and developing Chinese Classics, academy has also gradually bloomed. At present, there are mainly two categories of modern academy: one is the transition from traditional college with certain history and fame, such as Yuelu Academy, Bailudong Academy; the other one is attached to enterprises, with academy forms but similar to high-end Chinese Classics training classes, such as Chinese college, Yundang college. This article is a study on the second category. Currently scolars’research about this kind of academy is focused on marketing strategy and lack of study on customer satisfaction. Meanwhile, although this kind of academy is large in number, there exist several problems which affect customer satisfaction, such as homogeneous in curriculum, weak in stuff, monotonous in channel, etc. So the writer hopes, through the study on customer satisfaction of academy, to provide some useful suggestions and guidance.Based on the reference of related literature both at home and abroad, and analyzing the current situations of academy marketing, this article takes SY college as a study object and constructs customer satisfaction model for it. This model explores the effects on customer satisfaction from three dimensions:service fairness, customer expectation and perceived service quality. Service fairness mainly includes result fairness, procedure fairness, contact fairness and information fairness four dimensions; while three dimensions are for customer expectation, including essential attribute expectation, one dimensional attribute expectation and core attribute expectation; and concrete, reliability, responsiveness, assurance and empathy are the five dimensions for perceived service quality. In empirical research part, this article mainly adopts the way of questionnaire and the writer obtains192valid questionnaires through various channels from both fresh and previous years’graduates of SY college. This article takes SPSS19.0statistic analysis software as the tool of data analysis, mainly completing the descriptive statistical analysis, variance analysis, the reliability and validity analysis, factor analysis, correlation analysis and regression analysis.The writer comes to the conclusion:in the study of the effects of service fairness on customer satisfaction, result fairness contributes the most, followed by procedure fairness, contact fairness and information fairness. In the study of the effects of customer expectation on customer satisfaction, based on Kano Model’s dividing dimension on expectation, it is concluded that essential attribute expectation plays the most important role, then it is one dimensional attribute expectation, and charisma attribute expectation ranked the last. About the impact of perceived service quality on customer satisfaction, based on SERVQUAL about service quality measurement developed by PZB, it comes to the conclusion that reliability is the most influential, next followed by empathy, responsiveness, concrete and assurance. The writer also provides the optimization strategy for SY college base on this research results.