A Study On The Influence Of University Educational Service Quality On University Student Loyalty From The Perspective Of Social Exchange Theory

In the era of marketization of higher education,schools have gradually transformed into "customer-oriented organizations",and their success begins to depend on whether they can meet the needs of their most important stakeholders-students.According to the principle of "reciprocity" in the theory of social exchange,it can be considered that the educational services provided by universities are closely related to the future feedback behavior of students.In the existing academic literature in the field of higher education,many scholars have discussed the relationship between the quality of education services and student loyalty.However,there are few studies using qualitative research methods to explore this proposition,and most studies have failed to combine the theoretical perspectives related to this proposition to examine the underlying mechanism of the proposition from a theoretical perspective.Based on the theory of social exchange,this study constructed a model of the effect of educational service quality on student loyalty.Through questionnaire surveys and in-depth interviews,the sample data of 495 undergraduates from 12 colleges of J school and the interview records of 20 third and fourth grade undergraduates were analyzed and analyzed.In the empirical analysis stage,the structural equation modeling software AMOS 24.0 was used to test the proposed research hypothesis using the parameter estimation method of maximum likelihood method and Bootstrap confidence interval method,and further used the qualitative data collected by social exchange theory and semi-structured interview method to supplement the quantitative results,Finally came to the following research conclusions :(1)Educational service quality has a significant positive impact on student loyalty.As the "receiver" of social exchange,students have better experience of educational services during their school period,and the more inclined they will be to give back to the school as the "giver" in the future.This conforms to the "reciprocity" principle of social exchange theory.(2)Satisfaction and trust have a mediating effect between education service quality and student loyalty.This influence mechanism fully embodies the social exchange process of "the giver of the exchange gives benefits to the receiver → the formation of high-quality exchange relations → the receiver of exchange returns the benefits of the giver".Based on the research conclusions,this research proposes corresponding management suggestions for improving the loyalty of J school undergraduates from the perspective of improving satisfaction and trust,including: Doing a good job of expectation management and effectively improving student satisfaction;Create a "golden class" to further improve the quality of classroom teaching;clarify the student-centered work orientation and pay attention to the vital interests of students.