Exploring the Dynamics of Service Quality, Satisfaction, and Loyalty in Malaysian Private Higher Education Institutions

Exploring the Dynamics of Service Quality, Satisfaction, and Loyalty in Malaysian Private Higher Education Institutions

Muhammad Anas Mohd Bukhori, Khairul Anuar Mohd Ali^*, Wan Mohd Hirwani Wan Hussain

Graduate School of Business, University Kebangsaan Malaysia (UKM), Bangi, 43600 Selangor, Malaysia

^*Corresponding Author

DOI: https://dx.doi.org/10.47772/IJRISS.2025.908000457

Received: 10 August 2025; Accepted: 16 August 2025; Published: 16 September 2025

ABSTRACT

In this pilot study, we set out to better understand the connections between service quality, satisfaction, perceived value, and loyalty within Malaysian private Higher Education Institutions (HEIs) from the students’ perspective. While research in these areas has been quite crowded, we noticed that few looked closely at satisfaction and perceived value as mediator and moderating role of trust, especially in the context of Malaysian private HEI. Using the SERVQUAL framework, we surveyed 113 students to validate the research instruments and refine the methodology for a full-scale study of 1,000 respondents. Upon analysing the data using SmartPLS-SEM, we observed a pattern where four out of five dimensions of SERVQUAL (tangibility, reliability, assurance, and empathy) significantly influence Satisfaction, while at the same time, Satisfaction served as a mediator in the Service Quality-Loyalty relationship. However, Perceived Value showed limited mediating effects, and we are unable to show that trust moderate Satisfaction-Loyalty and Perceived value-Loyalty relationships. That said, we believe these early findings provide a good insight for future full-scale study as well as help private HEIs to fine tune on their service delivery. The study also may contribute to the broader discussion on service quality dynamics.

Keywords: Service Quality, Sustainable, Student, Satisfaction.

INTRODUCTION

Over the past decade, we have witnessed marketization of Higher Education Institutions (HEIs) across the globe with many are forced to adopt market-oriented strategies, especially the private one (Nixon et al., 2018). This “student as consumer” mindset shift stems from pressure to improve enrolment, intensified competition, and growing demands for quality education. In this new environment, service quality is no longer a performance indicator. Now, it play a crucial role in securing HEIs long-term sustainability by influencing satisfaction, perceived value, and ultimately loyalty.

In the context of Malaysia, both public and private HEIs fall under the purview of the Department of Higher Education, Malaysia (JPT) and are accredited by Malaysian Qualifications Agencies (MQA). While public HEIs meet global standards in many areas, private HEIs often struggle to keep pace with the benchmark. This is quite concerning given that over 200,000 new students enroll Malaysian HEIs each year which place a significant pressure to private HEIs to enhance their offering amid sarurated market of well-informed student-consumer.

Despite extensive research on service quality in HEIs, there is a notable gap in understanding the mediating roles of student satisfaction and perceived value, as well as the moderating influence of trust on student loyalty. Furthermore, the integration of these constructs in the Malaysian private HEIs context remains underexplored. This pilot study, part of a larger research initiative, aims to address these gaps within the context of private HEIs in Malaysia. Employing the SERVQUAL framework, the study explores these relationships to provide actionable insights for improving institutional strategies and contributing novel insights to the academic discourse.

Higher Education Institutions (HEIs) worldwide are increasingly adopting market-driven strategies, treating students as customers to remain competitive. In Malaysia, private HEIs face unique challenges in meeting global benchmarks while maintaining student satisfaction and loyalty. Although the SERVQUAL framework has been widely applied to assess service quality, limited research integrates satisfaction, perceived value, and trust as mediators and moderators in the Malaysian HEI context. This study addresses these gaps by exploring the relationships between service quality, satisfaction, perceived value, and loyalty. It aims to provide actionable insights for private HEI managers and contribute to theoretical discourse on service quality in education.

LITERATURE REVIEW

This literature review seeks to conceptualize the relationship between service quality and student loyalty, while exploring the mediating role of Student Satisfaction and Perceived Value, and moderating role of trust.

Context of the Study

Marketization of higher education in Malaysia intensifies following the introduction of Private Higher Educational Institution Act in 1996, which now, regulate about 400 institutions. Unlike their public counterpart, Malaysian private HEIs generally operates without government funding and primarily relying on tuition fee for survival. In this market-oriented environment, students are viewed as customers. Therefore, deep understanding of market dynamic such as service quality and customer loyalty is crucial for long-term sustainability. This underscore the importance of adapting consumer behavior theories into higher education literature to better predict and manage student loyalty.

Service Quality and Student Loyalty

Over the years, various models have been introduced to measure service quality in higher education. SERVQUAL (Parasuraman et al., 1988) set the foundation, followed by HedPERF (Abdullah, 2006), HiEduQual (Annamdevula & Bellamkonda, 2016), HESQUAL (Teeroovengadum et al., 2016), and UnivQual (Marimon et al., 2019). This study adopts SERVQUAL’s dimensions (RATER) as proposed by   (SERVPERF Model) due to its parsimony and avoidance of the complexities associated with measuring expectation.

Student Loyalty

Student loyalty refers to the commitment and allegiance of students to their educational institution. This translates into behavior such as continue their study at the same institution and advocates such institution to others. In private HEIs, these behaviors contribute to financial sustainability, as observed by Sarmawa et al. (2021) and Rashid et al. (2020) in other for-profit organization. Hence, achieving student loyalty is one of the critical aims of private HEIs. Past studies suggested that loyalty is effected by among others, service quality (Joshi, 2023), satisfaction (Joshi, 2023) (Sugant, 2020), and perceived value (Mbango, 2022).

Student Satisfaction

Student satisfaction refers to the level of contentment a student feels from their educational experience. Student satisfaction translated into student loyalty and effected by service quality (Sohail & Hasan, 2021). This study position student satisfaction as mediator between service quality and student loyalty as observed in Jie et al. (2023) and Borishade et al. (2021). Study in this area is current and extensive. Table 10.1 list a few of such studies in recent years.

Perceived Value and Research Gap

Perceived value, defined as the trade-off between benefits received by the students from educational experience and what they gave-up such as tuition fee, time, and effort. Various studies established link between perceived value and loyalty (Hassan et al., 2018). However, from the literatures, we notice that study on perceived value in private HEIs context is quite limited. Therefore, in this study, we overserve service quality-perceived value-student loyalty chain.

This study adds value by examining the moderating role of perceived value, a critical yet often neglected factor in similar research. By focusing on these dynamics, this study contributes to the theoretical and practical understanding of service quality in HEIs. The findings aim to bridge gaps in existing literature and offer a robust framework for future research.

RESEARCH METHODOLOGY

Research Design

This pilot study adopts a quantitative research design rooted in the positivist paradigm, emphasizing objectivity, empirical validation, and hypothesis testing. The primary objective of the pilot study is to evaluate the reliability and validity of the measurement instruments and refine the research methodology for the full-scale study.

A cross-sectional survey method was employed to collect data from 113 students enrolled in a private higher education institution (PHEI) in Malaysia. The selected institution represents the broader population of PHEIs within Malaysia’s educational landscape, ensuring relevance and contextual alignment with the full study’s objectives. This approach enables a structured examination of the relationships between service quality, satisfaction, perceived value, and loyalty, addressing the identified research gaps and providing a foundation for subsequent analysis.

Population and Sampling

The target population for this study comprises undergraduate and postgraduate students enrolled in private HEIs located in Malaysia’s Klang Valley. The pilot study includes 113 students to validate the research instruments, ensuring their reliability and suitability for the main study. For the full-scale study, a sample size of 1,000 students is determined using stratified random sampling to ensure representation across different demographics, academic levels, and programs. This stratified approach enhances the generalizability and robustness of the findings, reflecting the diversity of Malaysia’s private higher education sector.

Data Collection Instruments

A structured questionnaire, adapted from validated scales in previous research, is used for data collection. The SERVQUAL framework is employed to measure service quality across its five dimensions: tangibility, reliability, responsiveness, assurance, and empathy. Additional constructs capture student satisfaction, perceived value, loyalty, and trust. The questionnaire underwent pre-testing during the pilot study to evaluate internal consistency, content validity, and construct validity. Adjustments based on pilot feedback ensured that the instruments were clear, reliable, and aligned with the research objectives.

Data Analysis

Structural Equation Modelling (SEM) via SmartPLS were employed to test the hypothesized relationships. The analysis will focus on examining direct, mediating, and moderating effects to provide comprehensive insights into the dynamics of service quality, satisfaction, perceived value, and loyalty. This two-phase analysis ensures methodological rigor, allowing the pilot study to refine measurement instruments and the full-scale study to deliver robust and actionable findings.

Ethical Consideration

Approval for this study was obtained from the surveyed institution before the survey was digitally distributed. Participation in the study was voluntary, and informed consent was secured from all respondents prior to data collection. Confidentiality and anonymity were strictly maintained throughout the research process. These ethical safeguards uphold the integrity of the research, ensuring compliance with ethical standards and reinforcing the credibility of the findings.

Data Analysis

Demographic characteristics

The demographic characteristics of the respondents are presented in Table 1. Among the 113 respondents, 42 (37.2%) were male and 71 (62.8%) were female. Of these, 54 respondents (47.8%) were current students, while 59 (52.2%) had graduated in 2024. All respondents were either currently enrolled in or had completed undergraduate programs at the private higher education institution (PHEI). This diverse demographic representation ensures robust insights into service quality perceptions from both active students and recent graduates, enhancing the generalizability of the findings.

Table 1 Respondent Demographic Characteristic

Common-method bias

A full collinearity assessment was conducted to address potential common-method bias (CMB). Variance Inflation Factor (VIF) values for all constructs were calculated and categorized as minimal (<3.3), moderate (3.3–5.0), or high (>5.0). While several indicators exceeded 5.0, they were retained due to theoretical justification and their exploratory relevance in pilot studies. These results affirm the dataset’s validity for hypothesis testing and highlight the need for further refinement in the full-scale study.

The collinearity diagnostics for the measurement model revealed that several indicators exceeded the conservative threshold of 3.3, and a subset surpassed the threshold of 5.0. In the context of PLS-SEM, where prediction is emphasized over explanation, moderate collinearity is generally acceptable, particularly in exploratory research. This is expected in pilot studies, where smaller sample sizes are used, and conceptual overlap between constructs is more likely. The indicators exceeding the VIF threshold of 5.0 were retained in this study, with theoretical justifications provided in Table 2.

Table 2. Inner VIF Values

Hair et al. (2021) posit that VIF values below 5 do not pose a significant threat to PLS-SEM models, particularly in predictive research. Similarly, Kock and Lynn (2012) argue that moderate collinearity, indicated by VIF values below 5, does not distort results in variance-based SEM, provided theoretical justification exists for retaining collinear variables. In exploratory research, moderate multicollinearity is often unavoidable due to the inherent overlap in measuring complex constructs. This overlap does not necessarily compromise the validity of the model if grounded in robust theoretical foundations (Diamantopoulos & Siguaw, 2006).

The collinearity assessment revealed that while some indicators showed high VIF values (e.g., LY02, VE02, and SN06), these levels are acceptable for a pilot study aimed at validating constructs and relationships. High collinearity indicators were evaluated against their theoretical importance and retained for further analysis (Hair et al., 2021). Such decisions are essential for ensuring the integrity of the measurement model without prematurely discarding potentially valuable indicators.

In conclusion, the collinearity diagnostics affirm that the presence of moderate collinearity does not invalidate the findings of this study. The focus on predictive relevance in PLS-SEM and the exploratory nature of this research justify retaining indicators with VIF values exceeding the conservative thresholds, provided they align with the study’s theoretical framework and objectives. Future research, particularly in the full-scale study, should aim to further refine these indicators to minimize collinearity without compromising theoretical validity.

Measurement model assessment

The measurement model was evaluated for factor loadings, reliability, and validity. All factor loadings exceeded 0.7, except RY03 (0.691) and TY03 (0.684), which were retained for theoretical significance. Internal consistency was confirmed through composite reliability (CR > 0.7), and convergent validity was established with AVE > 0.5 for all constructs. Discriminant validity was assessed using the HTMT ratio, where most constructs met thresholds of <0.85, except for a few pairs (e.g., Assurance-Empathy, Responsiveness-Empathy), suggesting conceptual overlap consistent with prior literature (Parasuraman et al., 1988). Future refinement of overlapping constructs is recommended.

Descriptive analysis

The descriptive analysis provides an overview of respondents’ perceptions across key service quality dimensions and related constructs. The constructs measures on a 7-point Likert scale (1=Strongly Disagree, 7= Strongly Agree). The summary statistics reveal central tendencies, dispersion, and response range as shown in Table 3. All constructs utilized the full scale, with minimum scores of 1 and maximum scores of 7, reflecting diverse responses across the sample.

Table 3. Descriptive Analysis

Hypotheses testing

A total of 8 hypotheses were proposed to answer the 7 research questions (Table 4). All hypotheses were tested using SmartPLS-4.

Table 4. Research Question and Hypothesis

Structural Equation Modeling (SEM) analysis

This study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the relationships between various constructs and evaluate the proposed hypotheses. The analysis incorporated direct effects, mediating effects, and moderating effects, assessed using path coefficients, t-values, and p-values.

The analysis of direct effects revealed significant findings in specific relationships. Among the service quality dimensions, Tangibility, Reliability, Assurance, and Empathy had significant positive effects on Satisfaction. Conversely, Responsiveness did not demonstrate a significant relationship with Satisfaction. For the direct effects on Perceived Value, only Reliability and Empathy were supported, while Tangibility, Responsiveness, and Assurance did not show statistically significant relationships. The direct relationship between Satisfaction and Loyalty was significant, supporting H3. Perceived Value was also found to have a significant positive direct effect on Loyalty, confirming H4. Overall, the results suggest that while specific service quality dimensions influence Satisfaction and Perceived Value, Satisfaction and Value are critical drivers of Loyalty. The results are summarized in Table 5.1.

Table 5.1 Hypothesis Evaluation: Direct Effect

The mediating role of Satisfaction and Perceived Value was examined to understand their role in the relationship between service quality dimensions and Loyalty. Satisfaction significantly mediated the relationships between Tangibility, Reliability, Assurance, and Empathy with Loyalty. These findings highlight the importance of customer satisfaction as a mechanism to translate service quality into customer loyalty. However, the mediation effect for Responsiveness was not significant. The analysis revealed that Perceived Value did not mediate the relationship between any service quality dimensions and Loyalty. This indicates that while Perceived Value is important, it does not act as a bridge between service quality dimensions and customer loyalty in this context. Thus, H5 was partially supported, and H6 was rejected. The results are presented in Table 5.2.

Table 5.2 Hypothesis Evaluation: Mediating Effect

The moderating role of Trust (H7 and H8) was tested to assess whether it strengthens the relationship between Satisfaction, Perceived Value, and Loyalty. The analysis showed that Trust did not significantly moderate the relationship between Satisfaction and Loyalty. Similarly, Trust did not significantly moderate the relationship between Perceived Value and Loyalty. These findings suggest that while Trust is an important construct, its role as a moderator in this model was not supported. Both H7 and H8 were rejected. The results are summarized in Table 5.3.

Table 5.3 Hypothesis Evaluation: Moderating Effect

The SEM analysis highlights the critical role of Satisfaction and Perceived Value as direct predictors of Loyalty. While specific service quality dimensions such as Tangibility, Reliability, Assurance, and Empathy significantly influence Satisfaction, only Reliability and Empathy impact Perceived Value. The absence of significant mediating effects through Perceived Value and moderating effects of Trust suggests that alternative mechanisms may influence these relationships. These findings provide valuable theoretical and practical insights into the dynamics of service quality, satisfaction, value, and loyalty.

DISCUSSION AND CONCLUSION

Discussion on key findings

The findings shed light on the complex interplay between service quality, satisfaction, perceived value, and loyalty. Tangibility, Reliability, Assurance, and Empathy emerged as key drivers of Satisfaction, while Responsiveness did not exhibit a significant relationship with this construct. In terms of Perceived Value, Reliability and Empathy demonstrated significant direct effects, underscoring their importance in shaping customer perceptions of value. The direct effects of both Satisfaction and Perceived Value on Loyalty were confirmed, highlighting their central roles in fostering customer loyalty. However, the mediating effects analysis revealed that only Satisfaction serves as a mediator between specific service quality dimensions (Tangibility, Reliability, Assurance, and Empathy) and Loyalty. In contrast, Perceived Value did not mediate any of these relationships. Finally, the moderating role of Trust was not supported, suggesting that its influence on the Satisfaction-Loyalty and Perceived Value-Loyalty relationships is limited in this context.

Theoretical implication

This study contributes to the theoretical understanding of service quality by integrating mediators and moderators within the Malaysian Private HEI context, addressing gaps in prior research. It underscores the multidimensional nature of service quality and highlights the differential impact of its dimensions on satisfaction and perceived value. By identifying satisfaction as a pivotal mediator, the study reinforces its critical role in translating service quality into loyalty. However, the findings challenge the universality of trust and perceived value as mediators, calling for alternative frameworks to explore loyalty dynamics in educational settings. The lack of significant mediating effects through perceived value and the absence of moderating effects of trust suggest that nuanced relationships among these constructs may require additional exploration. These insights provide a robust foundation for future research to investigate alternative mediators and moderators that influence customer loyalty in service contexts, contributing to the growing body of literature in service quality and its practical implications.

Practical/Managerial implication

The findings provide actionable insights for Private HEI managers aiming to enhance customer satisfaction and loyalty. Managers should prioritize improving tangible aspects of service delivery, such as facilities and reliability, while fostering assurance and empathy in interactions. These dimensions have been shown to significantly influence satisfaction, which, in turn, drives loyalty. Personalized services and streamlined administrative processes should be central to service delivery strategies to ensure a positive and engaging customer experience.

Although perceived value and trust demonstrated limited roles as mediators and moderators, efforts to enhance these dimensions remain essential. Transparent communication and value-driven propositions can strengthen the perceived value of services and align them with customer expectations. Furthermore, while trust did not moderate loyalty relationships, building loyalty may require strategies that go beyond fostering trust, such as consistent service quality and personalized engagement. These findings underscore the importance of adopting a holistic approach to service delivery that integrates key service quality dimensions with innovative engagement strategies to meet and exceed customer expectations.

Limitation and future research

This pilot study, characterized by its cross-sectional design and limited sample size, restricts the generalizability of findings and the ability to infer causal relationships among constructs. Future research should adopt longitudinal designs to capture dynamic relationships over time, offering deeper insights into the evolving interplay between service quality, satisfaction, perceived value, and loyalty.

The study’s focus on Malaysian private HEIs presents a contextual limitation, potentially reducing the broader applicability of its findings. Future studies could explore diverse HEIs across varying cultural contexts and industries to enhance generalizability and provide comparative insights. Additionally, investigating alternative moderators, such as cultural values or digital engagement, could enrich the understanding of loyalty formation in HEIs. Similarly, exploring additional mediators or alternative theoretical models may address the observed limitations regarding Perceived Value and Trust, which did not yield significant effects in this study.

Three additional research directions emerged during the analysis. First, given that one dimension of service quality was not significant, future studies should reconsider the conceptualization of service quality as an aggregated construct. Comparing its predictive power against models where dimensions are individually tested could offer critical insights into the efficacy of aggregated versus dimensional approaches. Second, adopting a necessity and sufficiency logic could identify indispensable dimensions or combinations critical for loyalty formation. This approach would contribute to the identification of essential service quality components. Finally, configurational analysis, such as fuzzy-set Qualitative Comparative Analysis (fsQCA), could provide nuanced insights into how combinations of service quality dimensions interact to influence satisfaction and loyalty. Given the resource-intensive nature of adhering to all five service quality dimensions, understanding which dimensions yield the highest impact on loyalty could inform cost-effective, targeted strategies for service delivery.

These research directions not only address the current study’s limitations but also offer a roadmap for advancing theoretical and practical understanding of service quality dynamics. By exploring the predictive value of aggregated constructs, uncovering necessary and sufficient dimensions of service quality, and leveraging configurational methods like fsQCA, future studies can provide richer insights into how service quality influences satisfaction and loyalty. These approaches would help HEIs prioritize service quality dimensions that deliver the greatest impact while optimizing resources.

Conclusion

This study underscores the pivotal role of satisfaction as a mediator between service quality and loyalty in Malaysian private HEIs. Specific service quality dimensions such as Tangibility, Reliability, Assurance, and Empathy were found to significantly influence Satisfaction, highlighting its centrality in driving customer loyalty. While Reliability and Empathy also impact Perceived Value, its role as a mediator was not significant, suggesting that Satisfaction remains the primary mechanism linking service quality to loyalty. Additionally, the absence of moderating effects of Trust indicates that its influence in this context may be limited.

These findings provide valuable theoretical insights by reinforcing the multidimensional nature of service quality and its relationship with loyalty. They also offer practical guidance for HEI managers to prioritize enhancing Satisfaction through targeted improvements in key service quality dimensions. The study’s contributions lay the groundwork for further research to explore alternative pathways and mechanisms influencing loyalty, fostering a deeper understanding of service quality dynamics in competitive educational environments.

ACKNOWLEDGEMENTS

Funding: This research is funded by Geran Penyelidikan UKM-GSB 2025, research code:

GSB-2025-004.

REFERENCES

1. Abdullah, F. (2006). The development of HEdPERF: A new measuring instrument of service quality for the higher education sector. International Journal of Consumer Studies, 30(6), 569–581. https://doi.org/10.1111/j.1470-6431.2005.00480.x
2. Addai, P., Sarfo, J. O., Okyere, I., & Kumordzie, B. (2023). Student Satisfaction and Session of Study as Predictors of Loyalty Among University Students. European Journal of Contemporary Education, 12(2). https://doi.org/10.13187/ejced.2023.2.331
3. Annamdevula, S., & Bellamkonda, R. S. (2016). Effect of student perceived service quality on student satisfaction, loyalty and motivation in Indian universities: Development of HiEduQual. Journal of Modelling in Management, 11(2), 488–517. https://doi.org/10.1108/JM2-01-2014-0010
4. Borishade, T. T., Ogunnaike, O. O., Salau, O., Motilewa, B. D., & Dirisu, J. I. (2021). Assessing the relationship among service quality, student satisfaction and loyalty: The NIGERIAN higher education experience. Heliyon, 7(7), e07590. https://doi.org/10.1016/j.heliyon.2021.e07590
5. Brkanlić, S., Sánchez-García, J., Esteve, E. B., Brkić, I., Ćirić, M., Tatarski, J., Gardašević, J., & Petrović, M. (2020). Marketing Mix Instruments as Factors of Improvement of Students’ Satisfaction in Higher Education Institutions in Republic of Serbia and Spain. Sustainability, 12(18), 7802. https://doi.org/10.3390/su12187802
6. Del Río-Rama, M. D. L. C., Álvarez-García, J., Mun, N. K., & Durán-Sánchez, A. (2021). Influence of the Quality Perceived of Service of a Higher Education Center on the Loyalty of Students. Frontiers in Psychology, 12, 671407. https://doi.org/10.3389/fpsyg.2021.671407
7. Dlačić, J., Arslanagić, M., Kadić-Maglajlić, S., Marković, S., & Raspor, S. (2014). Exploring perceived service quality, perceived value, and repurchase intention in higher education using structural equation modelling. Total Quality Management & Business Excellence, 25(1–2), 141–157. https://doi.org/10.1080/14783363.2013.824713
8. Douglas, J., Douglas, A., & Barnes, B. (2006). Measuring student satisfaction at a UK university. Quality Assurance in Education, 14(3), 251–267. https://doi.org/10.1108/09684880610678568
9. Galindo-Illanes, M. K., Gallegos-Mardones, J. A., & Vasquez-Parraga, A. Z. (2021). Explaining Loyalty in Higher Education: A Model and Comparative Analysis from the Policy of Gratuity, a Case Applied to Chile. Sustainability, 13(19), 10781. https://doi.org/10.3390/su131910781
10. Hao, X., Ma, C., Wu, M., Yang, L., & Liu, Y. (2025). Promoting Parental Loyalty Through Social Responsibility: The Role of Brand Trust and Perceived Value in Chinese Kindergartens. Behavioral Sciences, 15(2), 115. https://doi.org/10.3390/bs15020115
11. Hassan, H., Pourabedin, Z., Sade, A. B., & Chai, J. (2018). Loyalty membership for luxury hotels in Malaysia. International Journal of Tourism Cities, 4(2), 179–193. https://doi.org/10.1108/IJTC-01-2017-0004
12. Helgesen, Ø., & Nesset, E. (2007). What accounts for students’ loyalty? Some field study evidence. International Journal of Educational Management, 21(2), 126–143. https://doi.org/10.1108/09513540710729926
13. Hoque, U. S., Akhter, N., Absar, N., Khandaker, M. U., & Al-Mamun, A. (2023). Assessing Service Quality Using SERVQUAL Model: An Empirical Study on Some Private Universities in Bangladesh. Trends in Higher Education, 2(1), 255–269. https://doi.org/10.3390/higheredu2010013
14. Jie, C. W., Wen, P. J., Hong, S. K., Xiang, H. R., Kai, R. T., & Musa, R. (2023). A Study of Influenced Factors toward Student Loyalty Among Private Universities in Kedah. Journal of Entrepreneurship and Business, 11(1), 97–110. https://doi.org/10.17687/jeb.v11i1.926
15. Joshi, C. (2023). Measuring the Relationship between Service Quality, Customer Satisfaction and Customer Loyalty in the Banking Sector of Nepal. Contemporary Research: An Interdisciplinary Academic Journal, 6(2), 52–71. https://doi.org/10.3126/craiaj.v6i2.60248
16. Kanduri, S., & Radha, B. (2023). Study on the impact of services offered on student satisfaction and the satisfaction led word of mouth by students pursuing management education. International Journal of Educational Management, 37(2), 526–538. https://doi.org/10.1108/IJEM-04-2022-0158
17. Mallika Appuhamilage, K. S., & Torii, H. (2019). The impact of loyalty on the student satisfaction in higher education: A structural equation modeling analysis. Higher Education Evaluation and Development, 13(2), 82–96. https://doi.org/10.1108/HEED-01-2019-0003
18. Marimon, F., Mas-Machuca, M., Berbegal-Mirabent, J., & Llach, J. (2019). UnivQual: A holistic scale to assess student perceptions of service quality at universities. Total Quality Management & Business Excellence, 30(1–2), 184–200. https://doi.org/10.1080/14783363.2017.1302795
19. Mbango, P. (2022). Precursors and Outcomes of Perceived Value in Achieving Student Loyalty in Open Distance Electronic Learning Institutions. International Journal of African Higher Education, 9(2), 58–79. https://doi.org/10.6017/ijahe.v9i2.15371
20. Nixon, E., Scullion, R., & Hearn, R. (2018). Her majesty the student: Marketised higher education and the narcissistic (dis)satisfactions of the student-consumer. Studies in Higher Education, 43(6), 927–943. https://doi.org/10.1080/03075079.2016.1196353
21. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: A multiple-item scale for measuring consumer perc. Journal of Retailing, 64(1), 12.
22. Rashid, Md. H. U., Nurunnabi, M., Rahman, M., & Masud, Md. A. K. (2020). Exploring the Relationship between Customer Loyalty and Financial Performance of Banks: Customer Open Innovation Perspective. Journal of Open Innovation: Technology, Market, and Complexity, 6(4), 108. https://doi.org/10.3390/joitmc6040108
23. Rolando, B., Mulyono, H., & Pasaribu, J. P. K. (2024). The Role of Brand Equity and Perceived Value on Student Loyalty: A Case Study of Private Universities in Indonesia. Jurnal Ilmiah Manajemen Dan Kewirausahaan (JUMANAGE), 3(1), 359–369. https://doi.org/10.33998/jumanage.2024.3.1.1611
24. Sallaudin Hassan, Mohd. Farid Shamsudin, Muhammad Asyraf Hasim, Ishamuddin Mustapha, Jimisiah Jaafar, Khairul Firdaus Adruthdin, Athirah Shukri, Sunitawati Karim, & Rohaizan Ahmad. (2019). MEDIATING EFFECT OF CORPORATE IMAGE AND STUDENTS’ SATISFACTION ON THE RELATIONSHIP BETWEEN SERVICE QUALITY AND STUDENTS’ LOYALTY IN TVET HLIs. Asian Academy of Management Journal, 24(Supp. 1), 93–105. https://doi.org/10.21315/aamj2019.24.s1.7
25. Sarmawa, I. W. G., Martini, I. A. O., & Sugianingrat, I. A. P. W. (2021). Effect of Corporate Social Responsibility on Business Sustainability: The Dual Mediation. Jurnal Economia, 17(2), 249–266. https://doi.org/10.21831/economia.v17i2.36091
26. Singh, S., & Jasial, S. S. (2021). Moderating effect of perceived trust on service quality – student satisfaction relationship: Evidence from Indian higher management education institutions. Journal of Marketing for Higher Education, 31(2), 280–304. https://doi.org/10.1080/08841241.2020.1825029
27. Sohail, M. S., & Hasan, M. (2021). Students’ perceptions of service quality in Saudi universities: The SERVPERF model. Learning and Teaching in Higher Education: Gulf Perspectives, 17(1), 54–66. https://doi.org/10.1108/LTHE-08-2020-0016
28. Sugant, R. (2020). Net Promoter Score—An Evaluation of Top Companies in On-line Retailing in India. SAMVAD, 20(0), 14. https://doi.org/10.53739/samvad/2020/v20/153417
29. Teeroovengadum, V., Kamalanabhan, T. J., & Seebaluck, A. K. (2016). Measuring service quality in higher education: Development of a hierarchical model (HESQUAL). Quality Assurance in Education, 24(2), 244–258. https://doi.org/10.1108/QAE-06-2014-0028
30. Teeroovengadum, V., Nunkoo, R., Gronroos, C., Kamalanabhan, T. J., & Seebaluck, A. K. (2019). Higher education service quality, student satisfaction and loyalty: Validating the HESQUAL scale and testing an improved structural model. Quality Assurance in Education, 27(4), 427–445. https://doi.org/10.1108/QAE-01-2019-0003
31. Weerasinghe, I. M. S., & Fernando, R. L. S. (2018). University facilities and student satisfaction in Sri Lanka. International Journal of Educational Management, 32(5), 866–880. https://doi.org/10.1108/IJEM-07-2017-0174