KUALITAS PELAYANAN DAN CITRA PERGURUAN TINGGI SERTA DAMPAKNYA PADA KEPUASAN DAN LOYALITAS MAHASISWA

Wening Nalurita, Dody Mulyanto

Abstract


This study aims to analyze the effect of service quality and university image on satisfaction and loyalty. The research is expected to contribute to efforts to increase student satisfaction and loyalty through the variables of service quality and university image. The object of this research is students in vocational colleges in Surakarta. This study used a sample of 237 respondents, with data collection techniques using questionnaires, and data analysis techniques with SEM and AMOS. The findings of this study indicate that service quality has a significant effect on satisfaction and loyalty, while the image of the university has no significant effect on satisfaction and loyalty, and satisfaction has a significant effect on loyalty.

Keywords


Service Quality, University Image, Satisfaction and Loyalty

Full Text:

PDF

References


Agwa, Y., Aziz, W., & Khalifa, G. (2018a). Mengevaluasi Kursus Makanan dan Minuman di Institut Pariwisata dan Hotel Swasta Tinggi di Alexandria: Persepsi Profesional. Jurnal Internasional Warisan, Pariwisata, dan Perhotelan, 11(2/2).

Agwa, Y., Aziz, W., & Khalifa, G. (2018b). Mengevaluasi Program Makanan dan Minuman di Pariwisata Swasta Tinggi dan Institut Hotel di Alexandria: Perspektif Mahasiswa. Jurnal Internasional Warisan, Pariwisata, dan Perhotelan, 11(2/2).

Annamdevula, S., & Bellamkonda, RS (2016a). Effect of Student Perceived Service Quality on Student Satisfaction, Loyalty and Motivation in Indian University. Journal of Service Management, 11(2), 488– 517. https://doi.org/10.1108/MBE-09-2016-0047

Antoinette Asabea Addo, Wang Wenxin, Dankyi Alex Boadi, Olivier Joseph Abban, Geoffrey Bentum-Micah (2020), Sustainability of Health Institutions: The Impact of Service Quality and Patient Satisfaction on Loyalty. EJBMR, European Journal of Business and Management Research Vol. 5, No. 4, July 2020.

Azizul Halim Yahya, A Aziz Azizam and Dzulkarnain Bin Mazlan. (2014). The Impact of Electronic Words of Mouth (eWOM) to the Brand Determination of Higher Education in Malaysia: From the Perspec tive of Middle East’s Student. J Mass Communicat Journalism Volume 4, Issue 3, 1000181 ISSN: 2165-7912 JMCJ, an open access journal.

Chandra, T., Ng, M., Chandra, S., & Priyono. (2018). The Effect of Service Quality on Student Satisfaction and Student Loyalty: An Empirical Study. Journal of Social Studies Education Research, 9(3), 109–131. Retrieved from http://jsser.org/article/view/5000215807

DeBoroug, GA (2003). Prediktor kepuasan siswa dalam keperawatan lulusan jarak jauh kursus: apa yang paling penting. Jurnal keperawatan profesional . 19, 149-163.

Dib, H., & Mokhles, A. (2013). The Impact of Service Quality on Student Satisfaction and Behavioral Consequences in Higher Education Services. International Journal of Economy, Management and Social Sciences, 2(6), 285–290. https://doi.org/10.5296/jmr.v2i2.418 Jurnal 4

Dlačić, J., Arslanagić, M., Kadić-Maglajlić, S., Marković, S., & Raspor, S. (2014). Menjelajahi kualitas layanan yang dirasakan, nilai yang dirasakan, dan niat membeli kembali di pendidikan tinggi menggunakan pemodelan persamaan struktural. Total Quality Management & Business Excellence, 25 (1-2), 141-157

Duarte, PO, Alves, HB and Raposo, MB (2010) 'Understanding university image: a structural equation model approach', International Review on Public Nonprofit Marketing, Vol. 7, pp.21–36. Doi: 10.1007/s12208-009-0042-9.

Durvasula, S., Lysonski, S., & Madhavi, AD (2011). Di luar atribut layanan: Apakah nilai-nilai pribadi penting? Jurnal Pemasaran Jasa, 25 (1), 33-46.

Elliott, KM and Shin, D. (2002) 'Student satisfaction: an alternative approach to assessing this important concept', Journal of Higher Education Policy and Management, Vol.24,No. 2, pp.197–209. Doi: 10.1080/136008002200001.

Fernandes, C., Ross, K., & Meraj, M. (2013). Memahami kepuasan dan loyalitas siswa di sektor HE UEA. Jurnal Internasional Manajemen Pendidikan, 27 (6), 613-630.

Fredericksen, E., Shea, P. dan Pickett, A. (2000). Faktor yang mempengaruhi mahasiswa dan fakultas kepuasan dalam jaringan pembelajaran SUNY. New York: Perguruan tinggi Negeri New York.

Gallarza, MG, & Gil Saura, I. 2006. Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students' travel behaviour. Tourism Management, 27(3), 437-452.

Halimatussakdiah, M. Shabri Abd. Majid, Nasir Azis (2020), Mediating effect of student perceived value on student satisfaction in the Indonesian private higher education institutions. Int. J. Management in Education, Vol. 14, No. 6, 2020

Hatch, MJ and Schultz, M. (1997) 'Relational between organizational culture, identity and image', European Journal of Marketing, Vol. 31, Nos. 5/6, pp.356–365. Doi: 10.1108/eb060636.

Helgesen, O. dan Nesset, E. (2007a). Apa yang menyebabkan loyalitas siswa? Beberapa studi lapangan bukti. Jurnal internasional manajemen pendidikan , 21 (2), 126-143.

Hennig-Thurau et al., 2001; Rojas-Mendez et al., 2009; Li, 2013)

Hennig-Thurau, T., Langer, MF and Hansen, U. (2001) 'Modeling and managing student loyalty: an approach based on the concept of relationship quality', Journal of Service Research, Vol. 3, No. 4, pp.331–344. Doi: 10.1177/ 109467050134006.

Hussain, IA, Ishak, NA, Daud, N. and Yunus, N. (2014) 'Impact of organizational image in determining the level of engagement among commercial banks' employees', Proceedings of the 1st AAGBS International Conference on Business Management (AiCoBM'14), Springer, Science+Business Media Singapore.

Isaac Kwasi Egyir (2015), The Antecedents of Student Satisfaction and Loyalty in Higher Education Instititons: An empirical Study of Students of the University of Ghana, Tesis Program Magister Aalesund University Collage.

Kalafatis, SP (2010) 'The impact of time on perceptions of educational value', International Journal of Public Sector Management, Vol. 23, No. 2, pp.141–157. Doi: 10.1108/09513551011022492.

Khoo, S., Ha, H., & McGregor, SLT (2015). Service quality and student/ customer satisfaction in the private tertiary education sector in Singapore. Journal of Service Management, 26(2), 430–444. https://doi.org/10.1108/MBE-09-2016-0047

Kim, YE, & Yang, HC (2020). The effects of perceived satisfaction level of high-involvement product choice attribute of millennial generation on repurchase intention: moderating effect of gender difference. Journal of Asian Van Dat TRAN, Nhat Minh Trang LE / Journal of Asian Finance, Economics and Business Vol 7 No 9 (2020) 517–526

Kivela, J., Inbakaran, R., & Reece, J. (1999). Consumer research in the restaurant environment, part 2: Research design and analytical methods. International Journal of Contemporary Hospitality Management, 11(6), 269-286.

Ledden, L., Kalafatis, SP and Samouel, P. (2007) 'The relationship between personal values and perceived value of education', Journal of Business Research, Vol. 60, pp.965–974. Doi: 10.1016/j.jbusres.2007.01.021.

Lorena Silva Arrivabene, Paulo Roberto da Costa Vieira & Cecília Lima de Queirós Mattoso, (2019), Impact of Service Quality, Satisfaction and Corporate Image on Loyalty: A Study of a Publicly Traded for-Profit University. Services Marketing Quarterly ISSN: 1533-2969 (Print) 1533-2977 (Online) Journal homepage: https://www.tandfonline.com/loi/wsmq20

Martinez-Ruiz, M., Jimenez-Zarco, A., & Izquierdo-Yusta, A. (2010). Customer satisfaction's key factors in Spanish grocery stores: Evidence from hypermarkets and supermarkets. Journal of Retailing and Consumer Services, 17(4), 278-285.

Mohamud, SS, Khalifa, GSA, Abuelhassan, AE, & Kaliyamoorthy, S. (2017). Investigasi Anteseden Niat Perilaku Pelanggan Coffee Shop di Kuala Lumpur. Jurnal Internasional tentang Tren Terkini dalam Bisnis dan Pariwisata (IJRTBT), 1(4), 1-14.

Musabeh Surour Hamad Binnawas, Gamal S.A. Khalifa and Amyia Bhaumick (2020). Antecedents of Student's Behavioral Intentions in Higher Education Institutions. International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 03, 2020 ISSN: 1475-7192

Nguyen, N. and LeBlanc, G. (2001) 'Image and reputation of higher education institutions in students' retention decisions', The International Journal of Educational Management, Vol. 16, No. 6, pp.303–311. Doi: 10.1108/EUM0000000005909

Oliver, RL (1989). Processing of the Satisfaction Response in Consumption: a Suggested Framework and Research Propositions. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior. https://doi.org/10.1086/209358

Quoquab, F., Basiruddin, R. and Abdul Rasid, SZ (2013) 'A structural look at service loyalty: role of service quality, corporate image, and trust', American Journal of Economics, Vol. 3, No. 5C, pp.177–183. Doi: 10.5923/c.economics.201301.30.

Rojas-Méndez, JI, Vasquez-Parraga, AZ, Kara, A. and Cerda-Urrutia, A. (2009) 'Determinants of student loyalty in higher education: a tested relationship approach in Latin America', Latin American Business Review, Vol. 10, pp.21–39. Doi: 10.1080/10978520903022089.

Spreng, RA, Dixon, AL and Olshavsky, RW (1993) 'The impact of perceived value on consumer satisfaction', Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 6, pp.50–55.

Srivastava, V., Sharfuddin, A., & Datta, S. (2012). Mengelola kualitas dalam pengalihdayaan layanan kelas atas: Model konseptual. Total Quality Management & Business Excellence, 23 (11-12), 1315-1327

Stokes, SP (2003). Temperamen, gaya belajar, dan prediktor demografis mahasiswa kepuasan dalam lingkungan pembelajaran digital. Biloxi, MS: Penelitian Pendidikan Mid-South asosiasi. (Layanan Reproduksi Dokumen ERIC No. ED482454).

Teddy Chandra, Layla Hafni, Stefani Chandra, Martha Ng, Jennifer Chandra, Ilham (2020), Student Satisfaction and Loyalty Improvement Model Based on Service Quality and Private University Image: Simultaneous Approach Review. Talent Development & Excellence 1409 Vol.12, No.3s, 2020, 1408-1425.

Tse, DK, & Wilton, PC (1998). Models of customer satisfaction formation: an extension. Journal of Marketing Research, 25(2), 204–212.

Van Dat TRAN, Nhat Minh Trang LE (2020), Impact of Service Quality and Perceived Value on Customer Satisfaction and Behavioral Intentions: Evidence from Convenience Stores in Vietnam. Van Dat TRAN, Nhat Minh Trang LE / Journal Of Asian Finance, Economics And Business Vol 7 No 9 (2020) 517–526

Xiong Qiang, Ran Kwabena Fosu Sarpong, Dan Takyi Kwabena Nsiah. (2020). Factors Influencing E-Service Satisfaction In Tertiary Education In Ghana. EPRA International. Journal Of Multidisciplinary Research (IJMR) - Peer Reviewed Journal, Volume: 6. Issue: 11, November 2020.

Yoyok Cahyono, Agus Purwanto, Suakta, Hadion Wijoyo. (2020). Impact of Service Quality, University Image and Students Satifaction Towards Student Loyalty: Evidence From Indonesian Private Universites. Journal of Critical Reviews Vol. 7 Issue 19, 2020. ISSN-2394-5125.

Zeithaml, VA (1988) 'Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence', Journal of Marketing, Vol. 52, No. 3, pp.2–22. Doi: 10.2307/1251446.

Zeithaml, VA (1988) 'Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence', Journal of Marketing, Vol. 52, No. 3, pp.2–22. Doi: 10.2307/1251446.


Refbacks

  • There are currently no refbacks.