Najmi Diyana Lathifah, Agus Wahyudin, Nina Oktarina

The Influence of Educational Staff Services and Teacher Competence on Student Satisfaction Through Student Loyalty With Competitor Intensity as a Moderating Variable

Introduction

The influence of educational staff services and teacher competence on student satisfaction through student loyalty with competitor intensity as a moderating variable. Discover how educational staff services & teacher competence influence student satisfaction & loyalty in private high schools. Competitor intensity moderates. Essential for educational sustainability.

Abstract

The growing competition among private high schools has made student satisfaction and loyalty crucial for educational sustainability. This study aims to analyze the influence of educational staff services and teacher competence on student satisfaction and loyalty in private high schools in Padang Timur District, with competitor intensity as a moderating variable. A quantitative survey was conducted with 280 respondents using proportional stratified random sampling, and data were analyzed through path analysis, Sobel test, and Moderated Regression Analysis (MRA). The findings indicate that both educational staff services and teacher competence significantly affect student satisfaction and loyalty, with satisfaction acting as a partial mediator, while competitor intensity weakens the satisfaction–loyalty relationship. These results highlight the need for continuous improvement in administrative services, teacher competence, and clear differentiation strategies to sustain competitiveness in education.

Review

This study addresses a highly pertinent and timely topic for the sustainability of private educational institutions: the interplay of educational staff services and teacher competence on student satisfaction and loyalty. Operating within the competitive landscape of private high schools in Padang Timur District, the research meticulously explores how these initial factors drive satisfaction, which in turn influences loyalty. Crucially, it introduces competitor intensity as a moderating variable, adding a layer of complexity to the understanding of student retention. The abstract clearly outlines a quantitative approach utilizing path analysis, Sobel tests, and Moderated Regression Analysis on data from 280 respondents, concluding that both staff services and teacher competence are significant drivers, with satisfaction partially mediating, and competitor intensity notably weakening the satisfaction-loyalty bond. One of the key strengths of this research lies in its comprehensive theoretical model, which thoughtfully integrates multiple variables vital to educational success. By examining both service quality (staff services) and core academic delivery (teacher competence) as antecedents, alongside a mediating factor (satisfaction) and a crucial environmental moderator (competitor intensity), the study provides a nuanced perspective on student loyalty. The methodology appears sound, employing a robust sample size and appropriate statistical techniques to analyze the hypothesized relationships, thereby enhancing the credibility of its findings. The insight that competitor intensity can weaken the link between satisfaction and loyalty is particularly valuable, offering a practical alert for institutions that satisfaction alone may not be sufficient in highly competitive markets without additional strategic interventions. While the study offers significant contributions, its findings, drawn from a specific geographical area (Padang Timur District), might have limited generalizability to other regions or different educational levels. Future research could extend this model to diverse contexts to validate its applicability more broadly. Furthermore, as a cross-sectional quantitative study, it provides a snapshot in time; a longitudinal design could offer deeper insights into the dynamic evolution of student loyalty and the long-term effects of competitor intensity. The abstract highlights the need for "clear differentiation strategies," and a more detailed exploration of what these strategies entail and how they might directly counter the weakening effect of competitor intensity would be beneficial, either within the full paper's discussion or as a direction for subsequent research.

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