The Role of Perceived Service Quality and Value Co-creation in Fostering Loyalty in Private Tourism Higher Education Institutions

Novita Widyastuti Sugeng; Tri Djoko Sulistiyo; ‎ Nurbaeti; Fetty Asmaniati; Eduard Rudolf Pangkerego

Article Details

The Role of Perceived Service Quality and Value Co-creation in Fostering Loyalty in Private Tourism Higher Education Institutions

Authors:

Novita Widyastuti Sugeng | Tri Djoko Sulistiyo | ‎ Nurbaeti | Fetty Asmaniati | Eduard Rudolf Pangkerego

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.10 Issue 29, pp.516-526

Document Type:

Article

Publication Date:

3/2025

Document Language:

English

Document ID (Org No.):

2001515186

pISSN:

2518-668X

Keywords:

Abstract:

 This study explores the extent to which perceived service quality and value co-creation contribute to the development of loyalty toward private higher education institutions (PHEIs) focused on tourism in Indonesia. Employing a quantitative research design, data were obtained from 205 guidance counselors and educators who maintain partnerships with tourism-oriented PHEIs. The relationships among the variables—customer engagement, satisfaction, service value, and loyalty—were empirically examined using partial least squares structural equation modeling (PLS-SEM). The empirical findings reveal that both perceived service quality and customer engagement have a direct and significant influence on satisfaction, which subsequently exerts a strong effect on perceived service value. However, satisfaction and service value were found to have no direct impact on loyalty, and satisfaction does not mediate the relationship between service quality and loyalty. Interestingly, value co-creation plays a significant moderating role in strengthening the relationship between satisfaction and loyalty. These results underscore the critical importance of collaborative stakeholder involvement in co-producing educational value, which in turn enhances institutional loyalty within the private tourism education sector.

Article Details

The Role of Perceived Service Quality and Value Co-creation in Fostering Loyalty in Private Tourism Higher Education Institutions

Authors:

Novita Widyastuti Sugeng | Tri Djoko Sulistiyo | ‎ Nurbaeti | Fetty Asmaniati | Eduard Rudolf Pangkerego

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.10 Issue 29, pp.516-526

Document Type:

Article

Publication Date:

3/2025

Document Language:

English

Document ID (Org No.):

2001515186

pISSN:

2518-668X

perceived service quality

customer engagement

satisfaction

service value

value co-creation

loyalty

service-dominant logic

Issues

Article Details

Authors: Novita Widyastuti Sugeng | Tri Djoko Sulistiyo | ‎ Nurbaeti | Fetty Asmaniati | Eduard Rudolf Pangkerego

Publisher: KnE Social Sciences

Journal: KnE Social Sciences Vol.10 Issue 29, pp.516-526

Document Type: Article

Publication Date: 3/2025

Document Language: English

Document ID (Org No.): 2001515186

pISSN: 2518-668X

Issues

Authors:

Novita Widyastuti Sugeng | Tri Djoko Sulistiyo | ‎ Nurbaeti | Fetty Asmaniati | Eduard Rudolf Pangkerego

Publisher:

KnE Social Sciences

Journal:

KnE Social Sciences Vol.10 Issue 29, pp.516-526

Document Type:

Article

Publication Date:

3/2025

Document Language:

English

Document ID (Org No.):

2001515186

pISSN:

2518-668X