IMPROVING THE SERVICES QUALITY OF EDUCATIONAL STAFF BASED ON SATISFACTION AND LOYALTY ANALYSIS OF NURSING STUDENTS
ABSTRACT: Educational staff
services play a role in determining the quality of education. Service quality
is able to provide satisfaction for students. Students who were satisfied with
the perceived quality will develop student loyalty to the institution. The
purpose of this study was to assess the effect of educational staff service
quality with the satisfaction and loyalty of nursing students so that the
educational institutions as service providers are able to provide the best
service and survive in the midst of competition. Method: The study was an
explanative survey with a cross-sectional design. Data collection was conducted
using both quantitative (questionnaires) and qualitative (Focus Group
discussion/FGD) methods. This study used proportional random sampling, with 110
students as samples. The variables in this research were customer expectations,
perceived quality, student satisfaction and loyalty. The data was collected by
a questionnaire and analyzed by linear regression, while FGD was conducted in
two different groups (students and staff’s managers). Result: The result of the
study explains the influence of student expectations on the perceived quality
of the educational staff with a p-value = 0,002. There was no influence of
student expectation on student satisfaction with a p-value = 0,156. The
influence of the perceived quality of the educational staff towards student
satisfaction had a p-value = 0,000. The influence of student satisfaction on
student loyalty had a p-value = 0,000. Conclusion: The fulfilment of student
expectations will have a positive impact on perceived quality. Furthermore, the
positively perceived quality will create student satisfaction and student
loyalty towards the educational institutions. For further research, it is
suggested to examine the effect of satisfaction on student complaints.
KEYWORDS: sevice quality;
satisfaction; loyalty
Author: Fresty Africia,
Stefanus Supriyanto, Tiyas Kusumaningrum
Journal Code: jpkesmasgg170045
