The Influence of Service Quality, Perceived Value, Satisfaction, and Trust towards Loyalty in Universities
Article Sidebar
Main Article Content
Abstract
This article investigated the influence of service quality, perceived value, satisfaction, and trust towards loyalty in universities. Adopting a quantitative research methodology, the study surveyed 850 university students, yielding 708 valid responses. The analysis was conducted using SPSS 26.0 and Structural Equation Modeling (SEM) to rigorously test the hypotheses on service quality, perceived value, student satisfaction, trust, and their collective impact on loyalty. The findings revealed that while service quality did not directly affect satisfaction, perceived value significantly influences both satisfaction and confidence, which augments loyalty. This study contributed to the literature by highlighting the mediating role of perceived value in the service quality-loyalty nexus and the importance of trust in fostering long-term relationships between students and universities. The research outcomes offered strategic recommendations for higher education institutions to enhance student loyalty. It suggests that universities should improve service quality and perceived value to bolster student satisfaction and trust. Additionally, the study underscored the importance of leveraging technology to enhance educational services and engagement, fostering a culture that values student feedback, and building strong alum networks to sustain loyalty post-graduation. These insights provide actionable guidance for university administrators to craft strategies that can enhance student loyalty and ensure their institutions' long-term success in the competitive landscape of higher education.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Views and opinions appearing in the Journal it is the responsibility of the author of the article, and does not constitute the view and responsibility of the editorial team.
References
Alharthey, B. K. (2019). Impact of service quality on customer trust, purchase intention, and store loyalty, with mediating role of customers satisfaction on customer trust and purchase intention: study of grocery shopping. British Journal of Marketing Studies, 7(2), 40-61.
Alkraiji, A., & Ameen, N. (2022). The impact of service quality, trust and satisfaction on young citizen loyalty towards government e-services. Information Technology & People, 35(4), 1239-1270.
Amin, R., & Khuwaja, A. (2020). Impact of service quality on student satisfaction in higher education institutions. Journal of Business & Tourism, 6(1), 1-18. https://doi.org/10.34260/jbt.v6i1.176
Aparicio-Ley, E., & Pizzinatto, N. K. (2019). The perceived value of the university: background and consequences. Revista Brasileira de Marketing, 18(3), 199-221.
Ariyanto, E., Aima, M. H., & Sari, A. N. M. (2020). Analysis of the effect of service quality dimensions on student satisfaction in the master of management of Mercu Buana University. IOSR Journal of Business and Management (IOSR-JBM), 22(6), 5-13.
Bakrie, M., Sujanto, B., & Rugaiyah, R. (2019). The influence of service quality, institutional reputation, student satisfaction and student loyalty in higher education institutions. International Journal for Educational and Vocational Studies, 1(5), 379-391. DOI:10.9790/487X-2206070513
Bernarto, I., Purwanto, A., Tulung, J. E., & Pramono, R. (2024). The influence of perceived value and trust in women and its impact on repurchase intention. Revista de Gestão Social e-Ambiental, 18(4), e04983. https://rgsa.openaccesspublications.org/rgsa/article/view/4983
Elista, E., & Mayasari, N. S. (2024). The effect of university image, reputation, and student satisfaction on student loyalty. IDEAS: Journal of Management & Technology, 3(2), 1-18.
Esmaeilpour, M., Sayadi, A., & Mirzaei, M. (2017). Investigating the impact of service quality dimensions on reputation and brand trust. International Journal of Business & Economic Sciences Applied Research, 10(3), 70-98. DOI:10.25103/ijbesar.103.01
Gogoi, D. B. J. (2020). Service quality measures: How it impacts customer satisfaction and loyalty. International Journal of Management (IJM), 11(3), 354-365.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Prentice Hall.
Hassan, S., & Shamsudin, M. F. (2019). Measuring the effect of service quality and corporate image on student satisfaction and loyalty in higher learning institutes of technical and vocational education and training. International Journal of Engineering and Advanced Technology, 8(5), 533-538. DOI:10.35940/ijeat.E1077.0585C19
Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31(5), 469-479. http://dx.doi.org/10.1016/j.ijinfomgt.2011.02.001
Ismanova, D. (2019). Student loyalty in higher education: The mediating effect of satisfaction, trust, commitment on student loyalty to Alma Mater. Management Science Letters, 9(8), 1161-1168. DOI:10.5267/j.msl.2019.4.024
Khan, K., Hameed, I., & Hussainy, S. K. (2023). Antecedents and consequences of brand citizenship behavior in private higher education institutions. Journal of Marketing for Higher Education, 33(2), 223-244. DOI: 10.1080/08841241.2021.1927934
Kim, S. Y., Kim, J. U., & Park, S. C. (2017). The effects of perceived value, website trust, and hotel trust on online hotel booking intention. Sustainability, 9(12), 2262-2289.
King, N., & Bunce, L. (2020). Academics' perceptions of students' motivation for learning and their own motivation for teaching in a marketized higher education context. British Journal of Educational Psychology, 90(3), 790-808. https://doi.org/10.1111/bjep.12332
Latif, A. S., Wibowo, T. S., Nurdiani, T. W., Alimin, E., & Suharyat, Y. (2023). Increasing customer loyalty through service quality and customer satisfaction in the digital era. International Journal of Economics, Business and Accounting Research (IJEBAR), 7(2). https://doi.org/10.29040/ijebar.v7i2.9060
Latif, K. F., Bunce, L., & Ahmad, M. S. (2021). How can universities improve student loyalty? The roles of university social responsibility, service quality, and "customer" satisfaction and trust. International Journal of Educational Management, 35(4), 815-829. DOI:10.1108/IJEM-11-2020-0524
Leonnard, S. E. (2018). Perceived service quality, perceived value for money, satisfaction and repurchase intention: an evaluation on private university services. International Journal of Commerce and Finance, 4(1), 40-51. https://ijcf.ticaret.edu.tr/index.php/ijcf/article/view/63
Li, B., & Pibulcharoensit, S. (2022). Factors affecting satisfaction and trust of art students in senior high schools in Chengdu. AU-GSB E-JOURNAL, 15(1), 125-136. https://doi.org/10.14456/augsbejr.2022.66
Mosunmola, A., Omotayo, A., & Mayowa, A. (2018, January). Assessing the influence of consumer Perceived value, trust, and attitude on purchase intention of online shopping. In Proceedings of the 9th International Conference on E-Education, E-Business, E-Management and E-Learning (pp. 40-47).
Mulyono, H., Hadian, A., Purba, N., & Pramono, R. (2020). Effect of service quality on student satisfaction and loyalty in higher education. The Journal of Asian Finance, Economics, and Business, 7(10), 929-938. DOI:10.13106/jafeb.2020.vol7.no10.929
Nguyen, H. V., Vu, T. D., Saleem, M., & Yaseen, A. (2024). The influence of service quality on student satisfaction and student loyalty in Vietnam: the moderating role of the university image. Journal of Trade Science, 14(1), 37-59. DOI:10.1108/JTS-12-2023-0032
Nugraha, M. H., & Mandala, K. (2020). The role of perceived value in mediating the effect of service quality on customer trust. American Journal of Humanities and Social Sciences Research, 4(6), 272-281. DOI:10.58344/jii.v3i1.4602
Nusjirwan, N., Regen, R., & Nardo, R. (2020). The role of service quality and trust in building customer Satisfaction and loyalty. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 3(4), 4059-4069. DOI: https://doi.org/10.33258/birci.v3i4.2523
Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021). The effect of brand experience and perceived value on brand loyalty mediated by brand trust. Jurnal Aplikasi Manajemen, 19(2), 310-318. DOI:10.21776/ub.jam.2021.019.02.07
Romero, L. S. (2015). Trust, behavior, and high school outcomes. Journal of Educational Administration, 53(2), 215-236. DOI:10.1108/JEA-07-2013-0079
Rozak, L. A., Bahri Arifin, M., Rykova, I. N., Grishina, O. A., Komariah, A., Nurdin, D., ... & Dudnik, O. V. (2022). Empirical evaluation of educational service quality in the current higher education system. Emerging Science Journal, 6(Special Issue), 55-77. DOI:10.28991/ESJ-2022-SIED-05
Samudro, A., Sumarwan, U., Simanjuntak, M., & Yusuf, E. (2020). Assessing the effects of perceived quality and perceived value on customer satisfaction. Management Science Letters, 10(5), 1077-1084. DOI:10.5267/j.msl.2019.11.001
Sibai, M.T., Bay Jr, B., & Dela Rosa, R. (2021). Service quality and student satisfaction using ServQual model: a study of a private medical ollege in Saudi Arabia. International Education Studies, 14(6), 51-58. DOI:10.5539/ies.v14n6p51
Suhartini, Y. (2023). Analysis of the influence of tangibles, empathy, responsiveness of service quality on student parents satisfaction. Journal of Artificial Intelligence and Digital Business (RIGGS), 1(2), 51-57. DOI:10.31004/riggs.v1i2.61
Watanabe, E.A.D.M., Alfinito, S., Curvelo, I.C.G., & Hamza, K.M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070-1184. https://doi.org/10.1108/BFJ-05-2019-0363
