Marketing aspect of the relationship between percipped quality of higher education service and students' loyalty

The application of the marketing concept in higher education is specific. It implies a new approach to students as users of higher education services. The role of marketing is especially important in improving the quality of higher education services, which can increase students' loyalty and influence their future intentions. This paper, from the marketing aspect, provides the results of research on the relationship between the quality of higher education services and students' loyalty, using the SERVQUAL model to test the relationship between these two categories in higher education. The research was conducted on students of two public universities in Republic of Srpska. The results of the research show that there is a strong connection between all dimensions of perceived service quality and students' loyalty in higher education. The results obtained are significant for universities that want to compete in an uncertain market environment