Influence of the Quality Perceived of Service of a Higher Education Center on the Loyalty of Students

Abstract

The aim of this research is to validate the explanatory model of how the quality of service perceived by students of a higher education center influences their loyalty (retaining and attracting new students) through mediating variables: perceived value, expectations, and satisfaction. The methodology used to validate the measurement scales is exploratory, and confirmatory factor analysis and the structural equation modeling (SEM) technique are applied to analyze the causal relationships proposed in the model. The results show that the key variables to improve student's loyalty to the center are the quality of the service provided and the satisfaction perceived by the students. Both variables are postulated as a major source of competitive advantages. It is also observed that service quality is one of the three key variables to achieve student's satisfaction together with expectations and perceived value. This research and its results allow us to understand the relationship between quality and satisfaction with loyalty and to identify the background variables of satisfaction (perceived service quality, perceived value, and expectations), as well as to obtain evidence of the importance that expectations have within the model for the formation of both perceived quality and satisfaction.

The Relationship Between Parental Satisfaction and Parental Loyalty in Kindergartens: The Mediating Role of Parental Trust and Parental Relationship Commitment

“…Similar to previous research findings, increased satisfaction was associated with increased loyalty ( Sirdeshmukh et al, 2002 ; Ling and Ding, 2006 ; Han et al, 2021 ). This was similar to findings in the field of education, where higher parental satisfaction was associated with increased loyalty to school ( Leventhal et al, 2006 ; Chen, 2013 ; Budiyanto et al, 2021 ; Río-Rama et al, 2021 ). Thus, we reveal this positive relationship in the context of preschool education, which echoes previous research findings.…”

“…This means that the more satisfied parents are, the more likely they are to keep their children in school. Previous empirical studies have found that satisfaction has a significant and positive effect on loyalty ( Cabello-Manrique et al, 2021 ; Han et al, 2021 ; Río-Rama et al, 2021 ). Budiyanto et al (2021) showed that parental satisfaction had a significant and positive effect on parental loyalty.…”

“…In a study of university students, Chen (2013) found that when students’ satisfaction with their school increased, so did their loyalty to the school. Río-Rama et al (2021) pointed out parental satisfaction had a significant and positive effect on parental loyalty. Budiyanto et al (2021) showed that the higher the kindergarten parental satisfaction, the higher the parental loyalty.…”

Quality Service Provision and Students Satisfaction at Akenten Aooiah-menka University of Skills Training and Entrepreneurial Development: Implications for University management

“…Though it is well established that positive perceptions of service quality can have a significant impact on students' satisfaction (Annamdevula & Bellamkonda, 2016), the debate over how to define service quality in the context of higher education continues. As a result, there is no agreement on "the best way to define and measure service quality" (Ro-Rama, de la Cruz, lvarez-Garca, Mun, & Durán-Sánchez, 2021). In this study, service quality in higher education is defined as the gap between what a student expects and his or her perceptions of actual delivery.…”

Student satisfaction: the role of expectations in mitigating the pain of paying fees

“…Some observers suggest that student-customer satisfaction is directly influenced by their expectation of the choice factors (Patterson & Johnson, 1993;Voss et al, 2007). Najimdeen et al (2021) argue that student-customer expectation indirectly influences customer satisfaction in service quality, whereas other scholars find a direct relationship between student customer expectation and customer satisfaction (Río-Rama et al, 2021). Tukiran et al (2021) conclude that student expectations may, directly and indirectly, impact satisfaction.…”