Service Quality of Pesantren and Its Impact on the Santri Loyalty

Dudun Ubaedullah, Makruf Akbar, Mukhneri Mukhtar

Abstract


Managing santri loyalty makes pesantren to win competition amid the high growth of pesantren in Indonesia. This study aims to examine santri loyalty model through the image of pesantren, service quality, and santri satisfaction. Samples of this study were 344 students from 2029 students of the largest pesantren in Jakarta and analyzed the data using path analysis. Findings showed that service quality of pesantren has a direct effect on santri loyalty which is the strongest compared to the image of pesantren and santri satisfaction. It is suggested to kyai and managers of pesantren can pay attention to services quality, the image of pesantren, and santri satisfaction, because it is proved to be able to increase santri loyalty.

Keywords


Pesantren; Santri Loyalty; Service Quality of Pesantren

Full Text:

PDF

References


Abdullah, F. (2006). Measuring service quality in higher education: Three instruments compared. International Journal of Research and Method in Education. https://doi.org/10.1080/01406720500537445

Alves, H., & Raposo, M. (2007). The Influence of University Image in Student’S Expectations, Satisfaction and Loyalty. In 29th Annual European Higher Education Society (EAIR) Forum.

Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: the mediating role of student satisfaction. Journal of Modelling in Management. https://doi.org/10.1108/JM2-04-2014-0031

Ashraf, S., Ilyas, R., Imtiaz, M., & Ahmad, S. (2018). Impact of Service Quality, Corporate Image and Perceived Value on Brand Loyalty with Presence and Absence of Customer Satisfaction: A Study of four Service Sectors of Pakistan. International Journal of Academic Research in Business and Social Sciences. https://doi.org/10.6007/ijarbss/v8-i2/3885

Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing. https://doi.org/10.1108/03090560510601833

Brady, M. K., & Cronin, J. J. (2003). Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach. Journal of Marketing. https://doi.org/10.1509/jmkg.65.3.34.18334

Elliott, K. M., & Healy, M. A. (2005). Key Factors Influencing Student Satisfaction Related to Recruitment and Retention. Journal of Marketing for Higher Education. https://doi.org/10.1300/j050v10n04_01

Helgesen, Ø., & Nesset, E. (2007). Images, Satisfaction and Antecedents: Drivers of Student Loyalty? A Case Study of a Norwegian University College. Corporate Reputation Review. https://doi.org/10.1057/palgrave.crr.1550037

Hoffman, K. D., & Bateson, J. E. G. (2010). Services Marketing: Concepts, Strategies, & Cases. Learning.

Jiewanto, A., Laurens, C., & Nelloh, L. (2012). Influence of Service Quality, University Image, and Student Satisfaction toward WOM Intention: A Case Study on Universitas Pelita Harapan Surabaya. Procedia-Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2012.03.155

Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). New Jersey: Prentice Hall.

Kunanusorn, A., & Puttawong, D. (2015). The Mediating Effect of Satisfaction on Student Loyalty to Higher Education Institution. European Scientific Journal, ESJ.

Lovelock, C. (2001). Service Marketing: People, Techonoligy, Strategy (4th ed.). USA: Prentice Hall.

Mansori, S., Vaz, A., & Ismail, Z. M. M. (2014). Service quality, satisfaction and student loyalty in Malaysian private education. Asian Social Science, 10(7), 57–66. https://doi.org/10.5539/ass.v10n7p57

Mohamad, M., & Awang, Z. (2009). Building Corporate Image and Securing Student Loyalty in the Malaysian Higher Learning Industry. The Journal of International Management Studies.

Nguyen, N, & LeBlanc, G. (1998). The Mediating role or corporate on customers retentions decisopms: an invertigation in financial services. International Journal of Bank Marketing, 16(2), 52–65. https://doi.org/10.1108/02652329810206707

Nguyen, Nha, & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of Retailing and Consumer Services, 8(4), 227–236. https://doi.org/10.1016/S0969-6989(00)00029-1

Pampaloni, A. M. (2010). The influence of organizational image on college selection: What students seek in institutions of higher education. Journal of Marketing for Higher Education, 20(1), 19–48. https://doi.org/10.1080/08841241003788037

Park, J. J. (2012). Are We Satisfied?: A Look at Student Satisfaction with Diversity at Traditionally White Institutions. The Review of Higher Education. https://doi.org/10.1353/rhe.0.0071

Philip Kotler, & Kevin Lane Keller. (2016). Marketing Management (15th ed.). New York: Pearson.

Rojas-Méndez, J., Vasquez-Parraga, A. Z., Kara, A., & Cerda-Urrutia, A. (2009). Determinants of student loyalty in higher education: A tested relationship approach in latin America. Latin American Business Review. https://doi.org/10.1080/10978520903022089

Sultan, P., & Wong, H. Y. (2013). Antecedents and consequences of service quality in a higher education context. Quality Assurance in Education, 21(1), 70–95. https://doi.org/10.1108/09684881311293070

Tsiotsou, R. (2006). The role of perceived product quality and overall satisfaction on purchase intentions. International Journal of Consumer Studies. https://doi.org/10.1111/j.1470-6431.2005.00477.x

Wilkins, S., & Huisman, J. (2013). Student Evaluation of University Image Attractiveness and Its Impact on Student Attachment to International Branch Campuses. Journal of Studies in International Education. https://doi.org/10.1177/1028315312472984




DOI: https://doi.org/10.29103/ijevs.v1i3.1587

Article Metrics

#### view : 117 times
PDF 5 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2019 Dudun Ubaedullah, Makruf Akbar, Mukhneri Mukhtar


International Journal for Educational and Vocational Studies (IJEVS)

E-ISSN : 2684-6950