Relationship between Student Satisfaction and Loyalty

Oct 13, 2025 by windailys.com 43 views

Introduction

In today's competitive higher education landscape, institutions like AMIK MBP Medan must prioritize student satisfaction and loyalty to remain relevant and attractive to prospective students. One key strategy for achieving this goal is through the effective implementation of a service marketing mix (7Ps) strategy. This study aims to investigate the impact of the 7Ps on student satisfaction and loyalty at AMIK MBP Medan, a higher education institution in Medan, Indonesia.

Background

AMIK MBP Medan, as a higher education institution, faces intense competition from other institutions in the region. To differentiate itself and attract prospective students, AMIK MBP Medan must understand the needs and desires of its students and provide services that meet those needs. The service marketing mix (7Ps) strategy is a key framework for achieving this goal. The 7Ps consist of:

Products (study programs): The quality and relevance of the study programs offered by AMIK MBP Medan.
Prices (education costs): The cost of education at AMIK MBP Medan.
Places (location): The location of AMIK MBP Medan's campus.
People (teaching staff and staff): The quality and professionalism of the teaching staff and staff at AMIK MBP Medan.
Processes (learning system): The effectiveness and efficiency of the learning system at AMIK MBP Medan.
Services (academic and non-academic services): The quality and responsiveness of the academic and non-academic services provided by AMIK MBP Medan.

Methodology

This study uses a survey method with a descriptive explanatory quantitative approach. Data was collected through a questionnaire and documentation study, then analyzed using a structural equation model (SEM) with a computer analysis of moment structure (AMOS).

Results

The results of this study show that:

Products (study programs) have a significant and positive influence on student satisfaction. This suggests that quality study programs and relevance to market needs are important factors in increasing student satisfaction.
Price (education costs) has an insignificant influence on student satisfaction. This shows that the cost of education, although it is important, is not a major factor in determining student satisfaction.
Place (location) has an insignificant influence on student satisfaction. This suggests that the campus location, although strategic, is not a dominant factor in determining student satisfaction.
People (teaching staff and staff) have an insignificant influence on student satisfaction. This shows that the quality of teaching staff and staff, although it is important, is not a major determinant in student satisfaction.
Process (learning system) has a significant and positive influence on student satisfaction. This suggests that effective and efficient learning systems, such as innovative learning methods and smooth administrative processes, are very influential on student satisfaction.
Services (academic and non-academic services) have significant and positive influence on student satisfaction. This shows that friendly, responsive, and professional services, both in the academic and non-academic fields, are important factors in increasing student satisfaction.

Relationship between Student Satisfaction and Loyalty

The results of this study also show that student satisfaction has a significant and positive influence on their loyalty. This suggests that students who are satisfied with the AMIK MBP Medan service tend to be loyal and will recommend the institution to others.

Implications for AMIK MBP Medan

The results of this study have important implications for AMIK MBP Medan to increase student satisfaction and loyalty:

Prioritize the development of quality study programs and is relevant to market needs.
Increase the effectiveness and efficiency of the learning system by applying innovative learning methods and facilitating administrative processes.
Strengthen academic and non-academic services by building teaching staff and staff who are professional, friendly, and responsive.

Conclusion

In conclusion, this study highlights the importance of the service marketing mix (7Ps) strategy in increasing student satisfaction and loyalty at AMIK MBP Medan. By prioritizing the development of quality study programs, increasing the effectiveness and efficiency of the learning system, and strengthening academic and non-academic services, AMIK MBP Medan can increase its competitiveness and attract prospective students. This will have a positive impact on the growth and development of AMIK MBP Medan as a quality and trusted higher education institution.

Q: What is the service marketing mix (7Ps) strategy?

A: The service marketing mix (7Ps) strategy is a framework used to analyze and develop marketing strategies for service-based businesses, such as higher education institutions. The 7Ps consist of:

Products (study programs): The quality and relevance of the study programs offered by AMIK MBP Medan.
Prices (education costs): The cost of education at AMIK MBP Medan.
Places (location): The location of AMIK MBP Medan's campus.
People (teaching staff and staff): The quality and professionalism of the teaching staff and staff at AMIK MBP Medan.
Processes (learning system): The effectiveness and efficiency of the learning system at AMIK MBP Medan.
Services (academic and non-academic services): The quality and responsiveness of the academic and non-academic services provided by AMIK MBP Medan.

Q: What is the relationship between student satisfaction and loyalty?

A: The results of this study show that student satisfaction has a significant and positive influence on their loyalty. This suggests that students who are satisfied with the AMIK MBP Medan service tend to be loyal and will recommend the institution to others.

Q: What are the implications of this study for AMIK MBP Medan?

A: The results of this study have important implications for AMIK MBP Medan to increase student satisfaction and loyalty:

Prioritize the development of quality study programs and is relevant to market needs.
Increase the effectiveness and efficiency of the learning system by applying innovative learning methods and facilitating administrative processes.
Strengthen academic and non-academic services by building teaching staff and staff who are professional, friendly, and responsive.

Q: How can AMIK MBP Medan increase student satisfaction and loyalty?

A: AMIK MBP Medan can increase student satisfaction and loyalty by:

Developing quality study programs that are relevant to market needs.
Increasing the effectiveness and efficiency of the learning system by applying innovative learning methods and facilitating administrative processes.
Strengthening academic and non-academic services by building teaching staff and staff who are professional, friendly, and responsive.

Q: What are the benefits of increasing student satisfaction and loyalty for AMIK MBP Medan?

A: Increasing student satisfaction and loyalty can have a positive impact on the growth and development of AMIK MBP Medan as a quality and trusted higher education institution. This can lead to increased competitiveness, attract prospective students, and ultimately contribute to the institution's success.

Q: How can AMIK MBP Medan measure student satisfaction and loyalty?

A: AMIK MBP Medan can measure student satisfaction and loyalty through various methods, including:

Surveys and questionnaires
Focus groups and interviews
Student feedback and evaluation forms
Social media and online reviews

Q: What are the limitations of this study?

A: This study has several limitations, including:

The study was conducted at a single institution (AMIK MBP Medan) and may not be generalizable to other institutions.
The study used a survey method with a descriptive explanatory quantitative approach, which may not capture the full complexity of the issue.
The study did not control for other factors that may influence student satisfaction and loyalty, such as student demographics and prior experiences.

Q: What are the future research directions for this study?

A: Future research directions for this study may include:

Investigating the impact of other factors on student satisfaction and loyalty, such as student demographics and prior experiences.
Examining the effectiveness of different marketing strategies for increasing student satisfaction and loyalty.
Developing and testing interventions to improve student satisfaction and loyalty.