The antecedence and consequence of customer satisfaction in higher education: A comprehensive model in China

Customer Satisfaction in higher education is regarded as a degree to which customers is satisfied with the education service in general. Literature review and empirical studies show that, First, service quality in higher education is a key prerequisite of customer satisfaction; Second, service price in higher education has no significant direct influence on customer satisfaction, but has little indirect influence on customer satisfaction in higher education; Third, service quality and price are determinants of service value, service value not only influences directly and positively upon customer satisfaction, but also influences indirectly and positively upon behavior intention. In the end, customer satisfaction is a cause of behavior intention in higher education.