Advancing sustainable service quality in higher education institutions: Enhancing student satisfaction and loyalty

This research examines the relationship between service quality, student satisfaction, and loyalty in private higher education institutions (PHEIs), utilizing the SERVQUAL model. This research used a quantitative survey across various PHEIs in Malaysia to measure service quality and its effect on students' satisfaction and loyalty. One hundred sixty-six respondents completed a 49-item questionnaire using a 5-point Likert scale. The study reveals a strong correlation between service quality and student satisfaction, with empathy and assurance identified as the strongest predictors of student satisfaction and loyalty. These findings underscore the strategic role of supportive and trustworthy service in strengthening competitiveness among Malaysia's PHEIs. The findings offer a guide for private higher education institutions (PHEIs) to better match their academic and support services with what students expect. The insights also support policymakers and leaders in developing strategies to enhance student satisfaction, foster loyalty, and promote the long-term growth of the sector.