Service Quality And Student Satisfaction Against Student Loyalty In Higher Education: Case Study In Bekasi Higher Educations

Authors

  • Dovina Navanti Universitas Bhayangkara Jakarta Raya, Jakarta, Indonesia
  • Andrian Andrian Universitas Bina Insani, Kota Bekasi, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v7i6.6579

Keywords:

Service Quality, Student Satisfaction, Student Loyalty, Higher Education, Marketing Management, Student Experience

Abstract

This study investigates the interrelationships among service quality, student satisfaction, and student loyalty in the context of higher education from a marketing management perspective. The manuscript is intentionally structured in a journal style commonly expected in accredited scholarly publications and is based on a structured dataset consisting of 140 university students. In the proposed model, service quality serves as the antecedent variable, student satisfaction functions as an evaluative and partially mediating mechanism, and student loyalty represents the relational outcome. The analytical strategy combines descriptive statistics, internal consistency assessment, correlation analysis, and ordinary least squares regression. The findings show that service quality is positively associated with student satisfaction and student loyalty, while student satisfaction is also positively associated with student loyalty. Regression estimates further indicate that service quality and student satisfaction jointly explain a substantial share of the variance in loyalty. These results reinforce the service marketing proposition that superior educational service performance fosters favorable student evaluations and stronger long-term commitment. The article provides a complete academic manuscript draft that can be further refined using real field data and institution-specific analyses.

References

Ali, M., Amir, H., & Ahmed, M. (2024). The role of university switching costs, perceived service quality, perceived university image and student satisfaction in shaping student loyalty. Journal of Marketing for Higher Education, 34(1), 201–222.

Amiri, M., Shahir-Roudi, E., Shahsavar, H., et al. (2025). Evaluation of educational services quality and its impact on students’ satisfaction and loyalty based on academic quality improvement program (AQIP) model. BMC Medical Education, 25, 1351.

Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16, 297–334.

Melean Romero, R. A., Carhuancho Mendoza, I. M., Guerrero Bejarano, M. A., Ponce Yactayo, D. L., Saravia Ramos, G. del P., Nolazco Labajos, F. A., Muñoz Ccuro, F. E., & Bravo Chávez, O. J. (2024). Service quality, loyalty building and institutional image at a university in Lima, Peru using structural equations. Frontiers in Education, 9(Article 1365219).

Ngo, T. T. A., Bui, C. T., Chau, H. K. L., Tran, N. P. N., Nguyen, P. P. T., & Tran, N. K. T. (2025). Influence of university service quality on student experiences, academic performance and institutional loyalty: A case study in Vietnam. Acta Psychologica, 255(105599).

Nguyen, T. H., & Nguyen, T. M. (2022). Assessing the relationship between service quality, satisfaction and loyalty in higher education. Quality Assurance in Education, 31(2), 258–276.

Seitova, M., Temirbekova, Z., Kazykhankyzy, L., Khalmatova, Z., & Çelik, H. E. (2024). Perceived service quality and student satisfaction: A case study at Khoja Akhmet Yassawi University, Kazakhstan. Frontiers in Education, 9(Article 1492432).

Suranta, S., & Rahmawati, R. (2024). The role of higher education image and service quality on the effect of university social responsibility (USR) on student loyalty in Indonesia. Journal of Applied Research in Higher Education, 16(2), 378–396.

Wong, W. H., & Chapman, E. (2023). Student satisfaction and interaction in higher education. Higher Education, 85, 957–978.

Zeithaml, V.A. Parasuraman, A. & Berry, L. L. (1993). Delivering quality service; Balancing customer perceptions and expectations. British Journal of Marketing Studies, 3(3), 80–100. Retrieved from http://www.eajournals.org/wp-content/uploads/Service-Quality-Level-and-The-Perception-of-Customers.pdf

Downloads

Published

2026-09-08

How to Cite

Navanti, D., & Andrian, A. (2026). Service Quality And Student Satisfaction Against Student Loyalty In Higher Education: Case Study In Bekasi Higher Educations. Dinasti International Journal of Education Management and Social Science, 7(6), 5499–5508. https://doi.org/10.38035/dijemss.v7i6.6579

Issue

Vol. 7 No. 6 (2026): Dinasti International Journal of Education Management and Social Science (August - September 2026)

Section

Articles

License

Copyright (c) 2026 Dovina Navanti, Andrian Andrian

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Education Management and Social Science (DIJEMSS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Education Management and Social Science (DIJEMSS).