Pengaruh operant dan operand service quality terhadap customer loyalty melalui Customer Engagement dan Customer Satisfaction (Studi pada mahasiswa program studi manajemen strata 1 pada perguruan tinggi swasta di Surabaya)

The service sector has an important role in economic development in many countries. One of the growing service sectors is the service sector of education. Higher Education is a part of the education services sector. Higher Education sector has developed further increase in competition in the world of education; this led to the need for analysis and learning of students’ satisfaction and loyalty in higher education. The unit of analysis of this study used Management Study Program at Undergraduate level in Private Universities in Surabaya. The amount of the total student population in Management Study Program at Undergraduate level in Private Universities in Surabaya in 2013 based on EPSBED data in semester 2012 are totaled 11,373 students, while the sampling technique used for the proportion of data is Stratified Random Sampling with a sample of 376 respondents derived from 12 Universities and 4 Sekolah Tinggi. The analysis technique used in this study was SEM (Structural Equation Models) with AMOS 20 software. The results of the study explained customer loyalty significantly and positively influenced by Operant Service Quality with a regression coefficient of 0.297; Customer Engagement with a regression coefficient of 0.278; and Customer Satisfaction with a regression coefficient of 0.153. Customer loyalty is also influenced positively but not significantly by the Operand of Service Quality with a regression coefficient of 0.060. Customer satisfaction is significantly and positively influenced by the Operand Service Quality with a regression coefficient of 0.411; Customer Engagement with a regression coefficient of 0.278; and positively but not significantly influenced by Operant Service Quality with a regression coefficient of 0.065. Customer Engagement is influenced by Operant Service Quality with a regression coefficient of 0.393. This study developed the concept of Service Quality in Higher Education based on the theory of Service Dominant Logic. Higher Education service sector should note that Service Quality must be distinguished between Operant Service Quality and Operand Service Quality. This study also found that Customer Engagement has a greater direct influence on Customer Loyalty than the direct effect of Customer Satisfaction on Customer Loyalty. This deepened the concept of Relational Exchange. Customer engagement is a variable in the relationship between Operant Service Quality and Customer Satisfaction, while both the knowledge and skills of the staff and faculty have a positive influence but not exhibited significantly in improving customer satisfaction. Operands Service Quality positively influence but not significant in improving Customer Loyalty. Good facilities of the study program are not significant in improving Student Loyalty, but good facilities will first establish Student Satisfactio