The Impact of Service Quality on Student Satisfaction and Loyalty in Higher Education: A Case Study of Strategy First International College

21st century in terms of how they work and what they offer students. Universities and colleges are increasingly seen as service-oriented organizations that work in highly competitive, market-driven settings. In the past, they were mostly seen as places where people could get information. Students are no longer just passive recipients of education because of globalization, digitalization, and privatization. They are now seen as active stakeholders and consumers who expect quality, transparency, and engagement throughout their academic journey (Abdullah, 2006).
In this situation, service quality has become an important factor in determining both student satisfaction and the success of the school. Schools are now expected to provide not only great teaching but also effective administration, dependable student assistance, and up-to-date learning materials (Helgesen & Nesset, 2007). If schools don't meet these standards, they could lose students, have less involvement from students, and have their reputations hurt. On the other hand, good service makes customers happier, which leads to student loyalty, retention, and good word of mouth (Hasan et al., 2020).
These trends are very important for emerging countries like Myanmar. Myanmar's public higher education has had a hard time meeting foreign standards in the past because of a lack of funding, old curriculums, and centralized government. So, private higher education institutions (PHEIs) have sprung up to fill the gaps by providing education services that are more flexible and in line with global standards.
But even though they've grown, many private schools in Myanmar still have trouble keeping up service quality, earning students' trust, and keeping them interested. Myanmar's current research mostly looks at academic performance or issues linked to the curriculum. It doesn't pay much attention to the whole student experience, such as the school's administrative systems, support services, digital learning tools, and image.
Teaching is an important part of higher education, which is always changing. It's more than just passing on information; it also includes helping people learn by introducing ideas, building skills, and testing them (Brown et al., 2007). Good training helps students learn how to think critically and solve problems. A blended learning experience that keeps students interested includes both offline methods (like face-to-face contact and feedback) and online methods (like digital platforms and virtual classrooms). To get good learning results, you need teachers who are professionally trained and qualified.
In addition to teaching, secretarial services make sure that the school runs smoothly. Non-academic tasks like managing student records, enrollment, contact, and the campus must be quick, polite, and responsive to build trust and lower dissatisfaction (Shafritz et al., 2016). Support services for students, such as IT help, counseling, and transportation, are also very important to the student trip. Reilly et al. (2016) say that when these services work, they lead to less stress, better learning, and higher levels of satisfaction. Library services are very important for helping students do well in school. These are things like textbooks, reference books, study places, and research tools that can be used in real life or online. The skilled library staff and convenient hours make studying even better for students (Kuhlthau et al., 2004).
The school's image is also very important because it affects how students see its quality, credibility, and prestige. Academic excellence, research output, global rankings, teacher expertise, and the ability of graduates to find work all affect a school's reputation (Hazelkorn et al., 2014). A good picture of the school not only brings in students and money, but it also fosters pride and emotional connection, which makes students more loyal.
Student satisfaction means that a student is satisfied with their general academic and non-academic experiences, such as the quality of the teaching, the content of the courses, and the support services available to them. Students are more likely to do well in school and tell others about the school if standards are met or surpassed (Tinto, 1993).
ow committed and emotionally attached a student is to their school is shown by their student loyalty. It affects choices about whether to keep learning, recommend the school, and stay involved after graduation. Customer satisfaction, service quality, and an institution's image all play a role in loyalty (Lee et al., 2017).
In Yangon, Myanmar, Strategy First International College (SFIC) is a well-known private business school. It works with universities around the world to provide undergraduate and graduate business programs that focus on real world business skills and up-to-date ways of training. SFIC wants to offer a high-quality education that meets world standards as a student-centered institution in a competitive market.
It is important to understand the experiences of students because their opinions are less biased and are based on recent contacts with the school's services. They want to stay in school, suggest the college, and stay involved as alumni because they are satisfied with the teaching, administration, student support, and library services.
How students see the level of service is also affected by the institution's reputation. A good reputation can make students happier even if the service isn't great, while a bad reputation can make people think less of something no matter how good the service is.
For the students at SFIC, this study looks into the link between service quality, student satisfaction, and student loyalty. It looks at four aspects of service quality: teaching, administrative services, support services, and library materials. It also looks at how institutional reputation affects these areas. This study is useful for both academic research and improving institutions because it looks into areas of higher education in Myanmar that haven't been looked into much before. The results can help improve services, encourage student-centered practices, and ensure the private education sector's long-term viability.