Journals Proceedings

Abstract

purpose- This study was undertaken with a purpose to investigate and to know the extent to which the influence of element - the element of service quality on customer loyalty, which is more instrumental elements, whether the elements are physically real or otherwise?, Where researchers also added an element of Perceived value can also be a contribution in improving customer loyalty , this study also aims to compare the reality and expectations of the variable quality of service, perceived value and loyalty that occurs in an educational service agency. Design / methodology / approach. Analysis carried out two stages , first through pathways analysis to determine the role/influence either partially or simultaneously variable service quality and customer loyalty value, then we use Importance Performance Analysis ( IPA ) in order to know the level of Importance and Performance of quality attributes services , perceived value and customer loyalty are described in the tabulation or quadrant, so that we can determine the level of Importance and Performance of these attributes based on customer perception. Finding Knowing the role of perceived value attributes more higher than service quality for improving customer loyalty either partially or simultaneously Practically implications – Based on student perceptions questionnaire answers , showed no need for a top priority that must be done by Telkom University and Attributes of perceive value should be maintained by Institution is image that the institution has a good performance that has created a superior students (Q20) , institutions have a good image in the eyes of students (Q23) and feel proud and satisfied to university telecoms ( Q27) Originality / value Comparing the magnitude of the effect between service quality and perceived value on loyalty through each attribute as seen from the level of importance and performance through tabulation or quadrant as well as the overall significance level.