DEVELOPMENT OF A STRATEGY FOR ENHANCING STUDENTS’ SATISFACTION OF MUSIC SCHOOL IN PRIVATE UNIVERSITIES OF HUNAN PROVINCE, CHINA

This study adopted a mixed research method, using students from private universities of Hunan Province as the research subjects for a questionnaire test. It aimed to develop the SPARK strategy for students’ satisfaction. This study aimed to explore the key influencing factors of students’ satisfaction with music school in private universities of Hunan Province, China; analyze the impact of academic aspects, non-academic aspects, facilities, program issues, and student loyalty on students’ satisfaction; and develop the SPARK strategy for students ‘satisfaction, and examine the SPARK strategy effectiveness and compare the differences in students’ satisfaction before and after implementation. The current state of students’ satisfaction development was at a high level. Academic aspects, non-academic aspects, facilities, and program issues demonstrated direct effects on student satisfaction. Furthermore, academic aspects, non-academic aspects, facilities, and program issues exerted indirect effects on students’ satisfaction through student loyalty, indicating that student loyalty mediated the relationship between these factors and student satisfaction. Then, based on the SPARK strategy for students’ satisfaction, this study implemented strategies for students’ satisfaction at music school in Hunan Province. Practical interventions demonstrated that the SPARK strategy could effectively improve the experimental students’ evaluations for enhancing students’ satisfaction.