Service Quality in Higher Education: Impact on Student Engagement, Brand Trust, and Loyalty
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Abstract
Currently, higher education institutions face intense competition. Service quality is a crucial factor that helps create a competitive advantage. The purpose of this study is to develop a structural model of service quality that affects student engagement, brand trust, and brand loyalty. A quantitative research approach was employed, collecting data from 700 students. The study's results indicate that service quality has a greater impact on brand trust than on student engagement, although it does not directly influence brand loyalty. Brand trust has a greater impact on loyalty than student engagement. Student engagement and brand trust serve as the linking factors between service quality and brand loyalty. This study contributes to the understanding of service quality in higher education institutions and provides insights for administrators to formulate effective strategies to attract and retain students through high-quality services, as well as to develop the brands of higher education institutions over the
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