SERVICE QUALITY AND STUDENT LOYALTY OF STUDENTS IN GUANGXI PRIVATE UNIVERSITIES

Abstract

The quality of education, management, and services in universities is an important indicator for measuring the educational achievements of universities. This study conducts a literature review on the concept of the impact of education, management, and service quality on student loyalty in universities from the perspective of student-perceived service quality, as well as the relationship between the two variables. It further analyzes the relationship between education service quality and student loyalty in universities and constructs a preliminary research concept model. Through literature review, research has found that the quality of education, management, and services in universities has a significant impact on students' loyalty, i.e. behavioral intention. Finally, based on the results of the theoretical analysis, suggestions were proposed to improve the comprehensive service quality, student satisfaction, and loyalty to university education, management, and services.