The Effect of Educational Service Quality, Administrative Service Quality and Physical Environment on the University Satisfaction and Loyalty of the Chinese Universities

Abstract

The purpose of the study is to establish empirically whether the educational services currently provided to students by Chinese universities are actually improving their satisfaction. To this end, a survey was conducted among Chinese university students to analyzes how the quality of education service, administrative service, and physical environment affect university students' satisfaction. Furthermore, the researchers tried to empirically verify the impact of university satisfaction on loyalty. The survey for empirical research was conducted by an online survey of 450 Chinese university students from early March to the end of June 2021. The empirical analysis results are as follows: First, the quality of educational services at universities has a significant positive impact on university satisfaction. Second, it was analyzed that the quality of administrative services at Chinese universities has a significant positive effect on university satisfaction. Third, the physical environmental factors of universities also have a significant positive impact on their satisfaction. Finally, the satisfaction of university students was confirmed to have a positive impact on university loyalty. According to the analysis, the physical environment is the most influential factor in determining the satisfaction of Chinese university students, and the second is the quality of university administrative services and third is the quality of university education services. Therefore, in order to continuously improve Chinese university students' satisfaction and loyalty to universities, the physical environment of universities must be improved first, and efforts should be made to improve the quality of administrative and educational services of universities.