Antecedents to Student Loyalty in Indonesian Higher Education Institutions: The Mediating Role of Technology Innovation
Evi SusilawatiFakultas Keguruan dan Ilmu Pendidikan, Universitas Islam Sumatera Utara, Medan, Sumatera Utara, Indonesia
Imamul KhairaManagement Courses, Universitas Haji, Medan, Sumatera Utara, Indonesia
Ikbar PratamaFaculty of Economics and Business, Universitas Medan Area, Medan, Sumatera Utara, Indonesia
The aim of this research was to investigate service quality concepts in the higher educational institutions (HEIs) of Indonesia, viz., student quality and student commitment as independent variables, technology innovation as a mediating variable, student satisfaction level as a mediator, and student loyalty as an endogenous construct. The earlier studies found a causal link between these variables; however, this study distinguished itself by making use pf Expectation-Disconfirmation theory (EDT) and Social Exchange Theory (SET) for developing a research framework. A total of 310 questionnaires were distributed for data collection, out of which 245 questionnaires were used for the study with the response rate of 79%. The study showed that student commitment and service quality were significantly related to student loyalty, which are perfectly managed by Indonesian education institutions. However, the study recommended that institutions should increase their focus towards these elements to further enhance student loyalty and university performance. The study also concluded that technology innovation greatly explained student’s loyalty to HEIs. It is therefore suggested that regulators and university authorities should develop policies related to the technology innovation adoption to enhance student commitment and student loyalty.