Abstract
This study analyzed the influence of ServQual (service quality) on satisfaction and student retention. The sample used was 175 STIESIA Surabaya students using non probability sampling called, accidental sampling. Data analysis used Structural Equation Modeling (SEM) with AMOS 21 software. Based on the discussion of the hypotheses proposed in this study, the conclusions are as follows: 1). There is a positive influence between ServQual on satisfaction. This is based on the results of the parameter coefficient output. It is known that the relationship of the ServQual construct to satisfaction is significant at 0.001 (sign p = ***) with a standardized parameter coefficient of 0.735. Thus, if ServQual is good, students will be satisfied, and vice versa if ServQual is bad, students will not be satisfied. 2) There is a positive effect of satisfaction on student retention. This is based on the results of the output coefficient parameter construct relationship satisfaction to student retention significant at 0.001 (p = 0.001) and standardized parameter coefficient of 0.513. Thus if student satisfaction is high then student retention is also high, and vice versa if satisfaction is low then student retention is also low. 3) There is no influence between ServQual on student retention indicated by the output parameter coefficient at 0.001 (p = 0.132) This proves that loyalty cannot be created through service quality, but through satisfaction first. thus, it can be said that satisfaction has a mediating effect between ServQual and Student Retention.
Highlights
By always prioritizing the quality of the learning system, a university will be able to achieve success through the positive expectations of students in higher education
This is in accordance to the conclusion of “Onditi and Wechuli (2017), that service quality in higher education has a significant influence on student satisfaction and higher education institutions should put in place mechanisms to collect student feedback to enable them to determine the service quality dimensions of interest to their students so that they can make the necessary improvements on the relevant service quality dimensions”
There is a positive effect of satisfaction on student retention
Summary
By always prioritizing the quality of the learning system, a university will be able to achieve success through the positive expectations of students in higher education. Students will feel confident to choose the same campus if later students wish to continue to a higher level. This is in accordance to the conclusion of “Onditi and Wechuli (2017), that service quality in higher education has a significant influence on student satisfaction and higher education institutions should put in place mechanisms to collect student feedback to enable them to determine the service quality dimensions of interest to their students so that they can make the necessary improvements on the relevant service quality dimensions”. “student satisfaction has positive influence to student loyalty (Kunanusorn and Puttawong, 2015)”
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