Customer loyalty is the most valuable asset for the company. Marketer must clearly understand the loyalty concept, so they can find out loyalty’s antecedent and manage loyalty from that antecedent. The purpose of this research is to investigate perceived service quality, trust, and satisfaction contribution to the loyalty creation. The object of this research is higher education institution, and the subjects are undergraduate students at Widyatama University. Reliability and validity check find that research instrument has achieved reliability and validity criteria. The results support all hypotheses with the exception for perceived service quality-loyalty relationship. Perceived service quality have significant direct effect on loyalty and the contribution is indirect through satisfaction and trust.
Volume 11 | 03-Special Issue