IMPACT OF HIGHER EDUCATION SERVICE QUALITY ON STUDENT SATISFACTION AND ITS INFLUENCE ON LOYALTY: FOCUS ON FIRST CYCLE OF STUDIES AT ACCREDITED HEIS IN BH

Abstract The purpose of this study is to investigate relationship between higher education service quality and student loyalty through student satisfaction. Secondary goals are to examine influence of each five dimensions individually on student satisfaction, effect of perceived value on student satisfaction and impact of student satisfaction on loyalty. Eight variables are identified from the literature and survey will be developed accordingly. For all variables, there are previously developed scales which are validated by many researchers and highly reliable. For purposes of analyzing methodology, Structural Equation Modeling will be applied. Direct, positive, and significant effect is expected to occur between all relationships in the proposed model. Main limitations that might occur while implementing this study are related to insufficient response rate and time limits