Service Dominant Logic: Is there a recipe for customer loyalty in the Higher Education?
Abstract
One of the important role in economic development is service sector. It has an
important role in in many countries and it becomes one of the growing service sectors,
especially in education service sector. Higher Education sector has developed rapidly
and it increased the world of education’s competition. This has led to the need for
analysis and learning about students’ loyalty. This study develops the concept of
service quality and concept of customer engagement in higher education base on
service dominant logic. This deepens the concept of relational exchange with the
consumers’ emotional attachment to the management or the education provider.
Operant resources are the fundamental source of strategic benefit, also value is
co-created by multiple actors and coordinated through actors-generated institutions and
institutional arrangements. Future research may consider any other combinations and
explore how the impact of changes in the antecedent of customer loyalty when other
variables are used