Trixie Nova Bella Tandijaya


The importance of maintaining the quality of education of a country, making education in Indonesia also continues to make improvements both from the Elementary School level to the University level. At the University level alone, there is increasing competition between the State and Private Universities to produce more and more qualified graduates. So many universities are starting to think of strategies to win the competition. One of them by maintaining the Service Quality they provide. This study aims to determine the effect of Service Quality on Behavioral Intention or the tendency to behave, with perceived value and customer satisfaction as intervening variable high education students 2012-2016. The results of this study indicate that service quality has a positive and significant influence on perceived value and behavioral intentions, perceived value positively and significantly influence customer satisfaction and behavioral intentions, and customer satisfaction positively and significantly influence behavioral intentions. The results of this study also show that perceived value and customer satisfaction as intervening variables do not successfully mediate the relationship between service quality and behavioral intentions


Service quality, perceived value, customer satisfaction, behavioral intention

Full Text:



Amoah, F., Radder, L., & van Eyk, M. (2016). Per-ceived experience value, satisfaction and beha-vioural intentions. African Journal of Economic and Management Studies, 7(3), 419–433.

Anderson, E.W. and Sullivan, M. (1993), “The ante-cedents and consequences of customer.

Anderson, J., Thomson, B.L. and Wynstra, F. (2000), “Combining value and price to make purchase decisions in business markets”, International Journal of Research in Marketing, 17(4), pp. 307-29.

Anderson, J.C., Jain, D.C. and Chintagunta, P.K. (1992), “Customer value assessment in business markets: a state-ofpractice study”, Journal of Business to Business Marketing, 1(1), pp. 3-30.

Bagozzi, R.P. (1992), “The self regulation of attitudes, intentions, and behavior”, Social Psychology Quarterly, 55, pp. 178-204.

Chen, C.F. and Chen, F.S. (2010), “Experience quality, perceived value, satisfaction and behavioural intentions for heritage tourists”, Tourism Mana-gement, 31(1), pp. 29-35.

Choi, K.S., Cho, W.H., Sunhee, L., Hanjoon, L. and Kim, C. (2004), “The relationship among quality, value, satisfaction and behavioral intention in healthcare provider choice: a South Korean stu-dy”, Journal of Business Research, 57(8), pp. 913-921

Feinberg, R.A., Kim, I-S., Hokama, L., de Ruyter, K. and Keen, C. (2000), “Operational determinants of caller satisfaction in the call center”, Inter-national Journal of Service Industry Manage-ment, 11(2), pp. 31-41.

Ferrel, O.C. and Hartline, B. (2010), Marketing Stra-tegy, 5th ed., Cengage Learning, New York, NY

Grönroos, C. 1984, “A service quality model and its marketing implications”, European Journal of Marketing, 18(4), pp. 836-844.

Indonesia Peringkat ke-57 EDI dari 115 Negara Tahun 2014.(n.d.). Retrieved February 20, 2017, from indonesia-peringkat-ke-57-edi-dari-115-negara-tahun-2014

Jandavath, R. K. N., & Byram, A. (2016). Healthcare service quality effect on patient satisfaction and behavioural intentions in corporate hospitals in India.International Journal of Pharmaceutical and Healthcare Marketing, 10(1), 48–74.

Jumlah Perguruan Tinggi 1, Mahasiswa, dan Tenaga Edukatif (Negeri dan Swasta) di Bawah Kemen-trian Agama Menurut Provinsi 2013/2014 dan 2014/2015.(n.d.). Retrieved February 20, 2017, from view/ id/1840

Kitapci, O., Akdogan, C. and Dortyol, I.T. (2014), “The impact of service quality dimensions on patient satisfaction, repurchase intentions and word-of-mouth communication in the public healthcare industry”, Procedia-Social and Behavioral Sciences, 148, August, pp. 161-169.

Ladhari, R. (2008), “Alternative measures of service quality: a review”, Managing Service Quality, 18(1), pp. 65-86.

Ladhari, R., & Morales, M. (2008). Perceived service quality, perceived value and recommendation: A study among Canadian public library users. Library Management, 29(4/5), 352–366.

Lapierre, J. (2000), “Customer-perceived value in industrial context”, Journal of Business & Industrial Marketing,15(Nos 2/3), pp. 122-40.

Malhotra, N. K. (2010). Marketing research an applied orientation (sixth edit).Pearson Prentice Hall.

McDougall, G.H. and Levesque, T.J. (2000), “Cus-tomer satisfaction with service: putting perceived value into the equation”, Journal of Services Marketing, 14(5), pp. 392-410.

Othman, Z., Zahari, M.S.M. and Radzi, S.M. December (2013), “Customer behavioral inten-tion: influence of service delivery failures and service recovery in Malay restaurants”, Procedia-Social and Behavioral Sciences, 105, pp. 115-121.

Parasuraman, A., Berry, L. and Ziethaml, V.A. (1988), “SERVAQUAL: a multiple item scale for measuring consumer perception for service quality”, Journal of Retailing, 64(1), pp. 12-40.

Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985a), “A conceptual model of service quality and its implication”, Journal of Marketing, 49, Fall, pp. 41-50.

Parasuraman, A., Zeithaml, V.A. and Berry, L.L. (1985b), “Alternative scales for measuring ser-vice quality: a comparative assessment based on psychometrics tests and diagnostic quality in hotels”, International Journal of Hospitality Management, 26, pp. 840-53.

Radder, L. and Han, X. (2015), “An examination of the museum experience based on Pine and re-commending behaviour in lodging decisions”, Journal of Hospitality and Leisure Marketing, 2, pp. 3-22.

Schofield, R. and Breen, L. (2004), “Suppliers do you know your customers?”,International Journal of Quality and Reliability Management, 23(4), pp. 390-408.

Sheth, J.N., Newman, B.I. and Gross, B.L. (1991a), Consumption Values and Market Choice, South Western Publishing, Cincinnati, OH.

Sugiyono. (2014). Metode Penelitian Administrasi. Bandung: Alvabeta

Svensson, G. (2006), “Interactive interface of service quality”, European Business Review,18(3), pp. 243-257.

Sweeney, J.C. and Soutar, G. (2001), “Consumer perceived value: the development of multiple item scale”, Journal of Retailing, 77(2), pp. 203-20.

Sweeney, J.C. and Webb, D. (2002), “Relationship benefits: an exploration of buyer-supplier dyads”, Journal of Relationship Marketing, 1(2), pp. 77-92.

Sweeney, J.C., Soutar, G. and Johnson, L.W. (1999), “The role of perceived risk in the quality value relationship: a study in a retail environment”, Journal of Retailing, 75(1), pp. 77-105.

Worsfold Kate, F. R. M. R. M. and T. A. (2016). Satisfaction, value and intention to return in hotels. Intenational Journal of Contemporary Hospitality Management, 28(11).

Wu, H.-C. (2014). The effects of customer satisfac-tion, perceived value, corporate image and ser-vice quality on behavioral intentions in gaming establishments. Asia Pacific Journal of Marketing and Logistics, 26(4), 540–565. https://doi. org/10.1108/APJML-03-2014-0049.

Zameer, H., Tara, A., Kausar, U., & Mohsin, A. (2015). Impact of service quality, corporate image and customer satisfaction towards cus-tomers’ perceived value.International Journal of Bank Marketing, 33(4), 442–456.

Zeithaml, V.A. and Bitner, M.J. (1996), Services Marketing, McGraw-Hill, New York, NY.

Ziethaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Service marketing.


Jurnal Manajemen Pemasaran is published by The Institute of Research & Community Outreach - Petra Christian University, Surabaya, Indonesia

©All right reserved 2016.Jurnal Manajemen Pemasaran, ISSN: 1907-235X, e-ISSN: 2597-615X

View My Stats