The impact of service quality of location strategy, process strategy, and service design towards college students’ satisfaction in Indonesia
Keywords:
Service quality, College students, SatisfactionAbstract
This study aims to evaluate the impact of service quality, location strategy, process strategy, and service design on student satisfaction as an effort to address the issue of declining student enrollment. The study participants include 313 students from a Private Business School. Structural Equation Modeling (SEM) analysis is used, employing a structural equation model formulated as follows: Υ=0.054X_1+0.319X_2+0.626X_3; Ζ=0.105X_1+0.145X_2+0.577X_3; Ζ=0.011X_1+0.063X_2+0.124X_3;Ζ=0.195Υ. The findings revealed that location strategy, process strategy, and service design collectively influenced 83.9% of the variance in service quality and 87.1% in customer satisfaction. Particularly, service design emerged as the strongest predictor of service quality, demonstrating a direct effect of 0.626 with a probability of 0.002, and customer satisfaction with a total effect of 0.701. These findings indicate that maintaining and improving location strategy, process strategy, and service design are crucial for enhancing service quality and customer satisfaction at Private Business School. The practical implications highlight the need for management to focus on these aspects to improve overall performance in service quality and customer satisfaction, as identified by the 20 research indicators.
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