KnE Social Sciences

Published date: Dec 03 2025

Journal Title: KnE Social Sciences

Issue title: The 5th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2025)

Pages: 516 - 526

DOI: 10.18502/kss.v10i29.20293

Novita Widyastuti SugengTrisakti Institute of Tourism, Jakarta

Tri Djoko Sulistiyotri_djoko@iptrisakti.ac.idTrisakti Institute of Tourism, Jakarta

‎ NurbaetiTrisakti Institute of Tourism, Jakarta

Fetty AsmaniatiTrisakti Institute of Tourism, Jakarta

Eduard Rudolf PangkeregoTrisakti Institute of Tourism, Jakarta

This study explores the extent to which perceived service quality and value co-creation contribute to the development of loyalty toward private higher education institutions (PHEIs) focused on tourism in Indonesia. Employing a quantitative research design, data were obtained from 205 guidance counselors and educators who maintain partnerships with tourism-oriented PHEIs. The relationships among the variables—customer engagement, satisfaction, service value, and loyalty—were empirically examined using partial least squares structural equation modeling (PLS-SEM). The empirical findings reveal that both perceived service quality and customer engagement have a direct and significant influence on satisfaction, which subsequently exerts a strong effect on perceived service value. However, satisfaction and service value were found to have no direct impact on loyalty, and satisfaction does not mediate the relationship between service quality and loyalty. Interestingly, value co-creation plays a significant moderating role in strengthening the relationship between satisfaction and loyalty. These results underscore the critical importance of collaborative stakeholder involvement in co-producing educational value, which in turn enhances institutional loyalty within the private tourism education sector.

Keywords: perceived service quality, customer engagement, satisfaction, service value, value co-creation, loyalty, service-dominant logic

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