Abstract
<em>Purpose of the study is to describe service quality, image, satisfaction and loyalty, and its direct and indirect influence. Using descriptive quantitative method with the descriptive and explanatory survey. The sample is 205 students. The type of primary data used and data analysis techniques using analysis tests path. The results showed that all the average variables were high and the image variable had the highest average. Directly, service quality to satisfaction, image to satisfaction, and satisfaction with loyalty have a significant effect, satisfaction with loyalty and image of loyalty has no significant effect. Simultaneously, service quality and image of satisfaction and service quality, image, satisfaction with loyalty have a significant effect. Indirectly, satisfaction can mediate service quality towards loyalty and satisfaction capable of mediating the image of loyalty. In its implications, any increase or decrease in satisfaction indirectly will influence the loyalty of Regional Office of Open University at Pangkalpinang tutorial students.</em>
Highlights
At present, education is a growing industry in Asia, where many offer a variety of higher education programs and skills courses
This study aims to analyze the effect of imagery on loyalty, analyze the effect of service quality on loyalty and analyze the effect of consumer satisfaction on the loyalty of urea fertilizer users produced by PT
Influence of Service Quality on Student Satisfaction Hypothesis testing shows that directly the quality of service influences and significantly affects student satisfaction face-to-face tutorial of Regional Office of Open University at Pangkalpinang (0,000 < 0,05)
Summary
Education is a growing industry in Asia, where many offer a variety of higher education programs and skills courses. Leading universities from the UK and Australia set up branch campuses in Asia, while other universities from the United States, Canada, Australia, France, Germany, and New Zealand offer the same programs with degrees in the field of study. Service quality is usually referred to as non-academic aspects of the consumer experience in an institution. (Khoo, Ha, & McGregor, 2017) In the hospitality industry, service quality is a point of differentiation among competitors and plays a very important role in increasing efficiency and effectiveness, and increasing the profitability of institutions. Service quality is recognized as an important problem for businesses in improving the performance of service-based organizations, such as hotels, education, transportation, and restaurants which must be managed effectively. Service quality is recognized as an important problem for businesses in improving the performance of service-based organizations, such as hotels, education, transportation, and restaurants which must be managed effectively. (Kensbock, Patiar, & Jennings, 2017)
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