Chapter 5: Quest for Student Engagement and Loyalty From a Private Higher Education Perspective

This research examines how service quality influences student loyalty within higher education and scrutinizes its impact by assessing student satisfaction and engagement. The study consists of valid data from 346 students from private higher education institutions. The data were analyzed utilizing PLS-SEM to assess the proposed framework and test hypotheses. A positive relationship exists between service quality and student loyalty. Student satisfaction and engagement significantly mediate this relationship, demonstrating their indirect influence on loyalty. These findings provide valuable insights for higher education institutions, particularly private ones. By enhancing service quality, institutions can foster student satisfaction, engagement and loyalty, leading to stronger student relationships and improved marketing strategies.