The Effect of the Service Quality Towards The Student Loyalty at the School of Business & Economic, TELKOM University, Bandung : Proceeding of the 1st International Conference for Interdisciplinary Studies (ICIS) 2014

Human resources play important role in the services industry. One of the services industry which rely on the quality of the human resources as their internal marketing support is the educational organization. The School of Business and Economic (SBE) of Telkom University is one of them. The New Student Selection Commitee succeeded to attract the student to apply for the SBE. The research will explore whether the quality of services have an effect toward the loyalty of the SBE students. We use the student from class of 2012 and 2013, which consist of 889 students because they already involve in the services conducted by the SBE. We use descriptive analysis and simple linear regression. The service quality of SBE found as average, and the student loyalty also shown the average. The effect of the service quality towards student loyalty is linear and significant. The increase in the service quality could affect the student loyalty. There is an indication that there are other factors which contribute to the student loyalty. At least one of the measurement criteria for the loyalty need to be adjusted if used in measuring student loyalty, whether the student can be viewed as customer as they are the service/product materials