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