The products of higher education provided to the customers by colleges and universities are service. Service attribute is the basic characteristic of higher education. Whether customer is satisfied is very important to the future of college. The model of service customer satisfaction in higher education is established to explore the relationship of service quality, image of colleges and universities, customer perceived service value, customer trust, customer satisfaction and customer behavior in higher education. The empirical results show that customer satisfaction has remarkable influence to the customer behavior. Service quality and image of colleges has indirect influence to customer satisfaction and customer behavior in higher education through customer perceived service value and customer trust.