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

The study aims to observe the influence of service quality on student satisfaction and student loyalty in higher education institutions in Riau. The participants were 1,000 students of 13 universities and colleges in Riau. This study employed service quality as an exogenous variable, while student satisfaction and student loyalty became an endogenous one. Data were analyzed using Structural Equation Modeling (SEM) and Analysis of Variance (ANOVA) with SPSS21 and AMOS 21. The result indicated a positive influence of service quality on student satisfaction and a positive influence of student satisfaction on student loyalty. However, no influences were found about student quality on student loyalty.