The Effect of Service Quality on Student Satisfaction and Student Loyalty: An Empirical Study

The aim of this research is to examine the influence of service quality on student satisfaction and student loyalty at higher education institutions in Riau Province. The samples include 1,000 students from 13 universities and colleges in Riau Province. The exogenous variable is service quality while the endogenous variables are student satisfaction and student loyalty. Analytical tool used in this study were Structural Equation Modeling (SEM) and Analysis of Variance (ANOVA) along with SPSS21 and AMOS 21. The result indicated a significant positive influence of service quality towards student satisfaction and significant positive influence on student satisfaction towards student loyalty. Nevertheless, there is no significant and positive influence on the relationship between service quality and student loyalty.