Enhancing Student Loyalty through Educational Quality and Service Innovation: A Case Study at STIE AMKOP Makassar

Abstract

Purpose – This study aims to examine the effects of educational quality and educational services on student loyalty and satisfaction at STIE AMKOP Makassar, with student loyalty also tested as a mediating variable.

Design/methodology/approach – A quantitative research approach was employed, utilizing survey data collected from 102 undergraduate students at STIE AMKOP Makassar. Data analysis involved validity and reliability testing, path analysis, as well as t-tests and F-tests to assess the relationships among variables.

Findings – The results indicate that both educational quality and educational services have significant and positive effects on student loyalty and satisfaction. Additionally, student loyalty mediates the relationship between educational quality and services with satisfaction, highlighting its pivotal role in enhancing the overall student experience. The proposed model explains 63.9% of the variance in student loyalty and 65.0% of the variance in student satisfaction. These findings are consistent with prior studies emphasizing the dual importance of academic excellence and high-quality service in fostering student retention and satisfaction.

Practical implications – The study suggests that higher education institutions should pursue a balanced strategy that continuously improves both educational quality and support services. Efforts to foster student loyalty, such as through active engagement and responsive support, are also crucial for increasing overall satisfaction and long-term retention.

Originality/value – This research contributes to the literature by empirically confirming the mediating effect of student loyalty in the relationship between educational quality, services, and satisfaction, particularly in the context of Indonesian private higher education