Universities and colleges, like enterprises, need to provide good service quality to customers (students). Excellent service quality can retain customers and acquire new customers (Kolter, 1991). With the establishment of universities and colleges, students choices of schools are becoming more and more diverse. With so many competitive pressures facing universities, the ability to attract students willingness to study lies in the quality of the services they provide. Improving the quality of university services is the goal of the joint efforts of all teachers and staff in the school. Implementing quality improvement and making students agree with the core value of school services is an important issue for the sustainable survival of the school.