Dimensions of Services Quality Affect the Satisfaction and Their Implication on Loyalty (A Survey of Private College Students in Banda Aceh City)

Abstract

The objective of the present research was to determine the effect of the dimensions of services quality on the satisfaction and in turn the effectof satisfaction on the loyalty of private college students in Banda Aceh City. Data collection was conducted by questionnaire, interview, and observation. The sampling technique applied was an accidental sampling by a sample of 100 respondents. The hypothesis test useda path analysis by a multiple regression method. The result of regression analysis showed that the five dimensions of services quality affected positively student satisfaction. Of the five variables researched, tangible variable has a most predominant effect on satisfaction and in turn the satisfaction affects positively loyalty. There was some indirect effect of the five dimensions of services quality on loyalty via student satisfaction.

Keywords: services quality, satisfaction, loyalty.