The Impact of Student Satisfaction on Student Loyalty: The Role of Student Trust

Abstract

Universities offer higher education services that have different characteristics from other services. Students make decisions regarding the selection of departments with the consideration that these decisions will have a long-term impact because they will not switch to other universities until they finish their studies. This study focuses on student loyalty, trust, and satisfaction. The study was conducted with a sample of students from private universities in Bandung, Indonesia. The analysis was conducted using a descriptive and verification approach, and structural equation modeling was used to confirm the research model. The results indicate the impact of student satisfaction and trust on their loyalty. Departments or universities can utilize the research findings to identify the determinants of students' willingness to recommend and convey positive things about the department or university.