Enhancing Chinese Students'Needs Satisfaction and Loyalty: The Importance of Service Quality

Abstract

Nowadays, students’ psychological needs satisfaction at college is receiving increasing attention. The article analyzes the influencing factors of student psychological needs satisfaction in vocational education in Jiangsu, China.The purpose of this paper is to examine the associations between the five major factors of service quality, including assurance, empathy, reliability, responsibility and tangibles, and students’ psychological needs satisfaction, as well as their loyalty to college.Recommendations to improve students’ psychological needs satisfaction include strengthening the service function of government, promoting institutional research and the specialization of student affairs, in order to help students develop self-efficacy and other positive attitudes.