THE EFFECT OF SERVICE QUALITY THROUGH SATISFACTION ON LOYALTY IN HIGHER EDUCATION INSTITUTIONS

Abstract

One of the best ways for businesses to have good share in the market are required to be more quality oriented as compared to the competitors. This situation is similar at certain points when we relate it to higher education institutions, which plays a pivotal role in a country development. To compete in the international arena, higher education institutions should give importance to the services of units that contribute significantly to the development of R&D infrastructure. Keeping this understanding in mind, the purpose of the current research is to look into the relationship of service quality and loyalty in higher education institutions. The study will also look into the meditating role of satisfaction between this relationship. The study is a survey research and the tool for data collection is an adopted questionnaire. A total of 281 responses received are being analysed. Results show that there exists a weak and insignificant relationship between service quality and loyalty. However, the relationship between service quality and satisfaction is strong as well as significant. Similarly, the relationship between satisfaction and loyalty is also significantly strong. This supports the mediating role of the satisfaction. The results have implications for the higher education institutions. Managers are suggested to have more attention to the issue of development of quality of education in higher education institutions.