Abstract
The aim of the paper is to determine the principal factors affecting the satisfaction of students in higher education through applying the method of Partial Least Squares (PLS). The concept of satisfaction is principally related to marketing field but the overview of recent researches allowed to highlight its importance as the principal topic of various papers. The issue of students' satisfaction in higher education indicates the quality of education in higher institutions.
The conduct of an empirical investigation on the determinants of satisfaction of students through the application of a questionnaire: including 37 questions on 412 students from various colleges in the province of Jazan. The analysis of the survey allowed to underline the importance of the infrastructure, the expertise of teachers and the cultural activities as the major factors affecting positively the satisfaction of students in Jazan University.