Abstract
Introduction: Educational staff services play a role in determining the quality of education. Service quality is able to provide satisfaction for students. Students who were satisfied with the perceived quality will develop student loyalty to the institution. The purpose of this study was to assess the effect of educational staff service quality with the satisfaction and loyalty of nursing students so that the educational institutions as service providers are able to provide the best service and survive in the midst of competition.Method: The study was an explanative survey with a cross-sectional design. Data collection was conducted using both quantitative (questionnaires) and qualitative (Focus Group discussion/FGD) methods. This study used proportional random sampling, with 110 students as samples. The variables in this research were customer expectations, perceived quality, student satisfaction and loyalty. The data was collected by a questionnaire and analyzed by linear regression, while FGD was conducted in two different groups (students and staff’s managers).Result: The result of the study explains the influence of student expectations on the perceived quality of the educational staff with a p-value = 0,002. There was no influence of student expectation on student satisfaction with a p-value = 0,156. The influence of the perceived quality of the educational staff towards student satisfaction had a p-value = 0,000. The influence of student satisfaction on student loyalty had a p-value = 0,000.Conclusion: The fulfilment of student expectations will have a positive impact on perceived quality. Furthermore, the positively perceived quality will create student satisfaction and student loyalty towards the educational institutions. For further research, it is suggested to examine the effect of satisfaction on student complaints.
Highlights
Educational staff services play a role in determining the quality of education
This study has examined customer expectations, perceived quality of the supporting educational staff, student satisfaction, and student loyalty
Student satisfaction with the services provided by the majority in the category of quite satisfied was mentioned by 52.7% of the students
Summary
Educational staff services play a role in determining the quality of education. Service quality is able to provide satisfaction for students. Result: The result of the study explains the influence of student expectations on the perceived quality of the educational staff with a p-value = 0,002. The influence of the perceived quality of the educational staff towards student satisfaction had a p-value = 0,000. The positively perceived quality will create student satisfaction and student loyalty towards the educational institutions. The globalization era is a challenge for universities preparing their graduates to be able to compete in the struggles of the job market and to produce innovative and creative graduates (Prasetyaningrum, 2009) Under these conditions, educational institutions are finding it necessary to recognize and meet the needs of consumers in providing quality services (Muzakiyah, Syukri and Setyaningsih, 2011)
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