Pengaruh Kualitas Layanan Terhadap Kepuasan Orang Tua Dan Dampaknya Terhadap Loyalitas Orang Tua Di SD Nation Star Academy Surabaya
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This study is motivated by the importance of service quality in private educational institutions in providing excellent services to make customers (parents) feel satisfied. The purpose of this research is to determine the effect of the quality services on parents’ satisfaction and their loyalty to SD Nation Star Academy. This study used path analysis as a method to collect the data. It was done using online questionnaires distributed through Google form to 129 respondents. The results showed that the quality of teaching services/teacher competence affects the formation of parents’ satisfaction with the standardized coefficient of 0.441 with a significance level of 0.000. The quality of administrative services affects the formation of parents’ satisfaction with a standardized coefficient of 0.304 with a significance level of 0.000. The quality of infrastructure services affects the formation of parental satisfaction with the standardized coefficient of 0.220 with a significance level of 0.002. The quality of teaching services/teacher competence affects the formation of parents’ loyalty with a standardized coefficient of 0.156 with a significance level of 0.040. The quality of administrative services affects the formation of parental loyalty with a standardized coefficient of 0.217 with a significance level of 0.017. The quality of infrastructure services affects the formation of parental loyalty with a standardized coefficient of 0.465 with a significance level of 0.000. Meanwhile, parents’ satisfaction affects the formation of parental loyalty with a standardized coefficient of 0.621 with a significance level of 0.000. The direct effect of variabel X1 on Z through Y is smaller than the indirect effect. However, for variabels X2 and X3, the results of the study show the opposite. The direct effect is smaller than the indirect effect. It can be interpreted that satisfaction (Y) is an intervening variabel that can influence the variabel quality of teaching services on loyalty.
Keywords: quality of teaching services / teacher competence; quality of administrative services; quality of service facilities; parents’ satisfaction, parents’ loyalty.
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