<![CDATA[This study investigates the relationships among service quality, customer satisfaction, customer loyalty, and customer retention among students and alums of Universitas Pancasila. Utilizing a quantitative approach and implementing Partial Least Squares (PLS) with a sample of 150 respondents, the results indicate that service quality has a positive and significant impact on customer satisfaction. However, service quality does not directly influence customer loyalty or retention, suggesting that its effects are mediated by customer satisfaction. Furthermore, customer satisfaction plays a significant role in affecting both customer loyalty and customer retention, making it a crucial factor in fostering long-term relationships. Interestingly, customer loyalty does not have a significant effect on customer retention. Overall, the findings emphasize that customer satisfaction is the most influential variable mediating the relationships between service quality, customer loyalty, and customer retention. Therefore, it is essential for universities to continually improve service quality to enhance satisfaction, strengthen loyalty, and maintain long-term engagement with their students and alums.]]>
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