The Impact of Communication and Service Synergy on Elementary School Customer Satisfaction: A Case Study in a Private Elementary School

Rahel Gizella; Heru Santosa; Siti Zulaikha

doi:10.51276/edu.v6i3.1343

Authors

Rahel Gizella Universitas Negeri Jakarta
Heru Santosa Universitas Negeri Jakarta
Siti Zulaikha Universitas Negeri Jakarta

DOI:

https://doi.org/10.51276/edu.v6i3.1343

Keywords:

Customer Satisfaction , Persuasive Communication , School Service

Abstract

This study aims to analyze the influence of persuasive communication and school services on customer satisfaction at XYZ Private Elementary School in Jakarta. Using a quantitative approach and survey method, this study involved 116 parents of students through a questionnaire that had been tested for validity and reliability. Data analysis was conducted using normality tests, ANOVA, Pearson correlation, and multiple regression. The results of the study indicate that persuasive communication (β = 0.345; p < 0.001) and school services (β = 0.635; p < 0.001) significantly influence customer satisfaction, with a coefficient of determination R² of 0.573. School services contributed effectively by 43.18%, which is greater than persuasive communication at 14.80%. These findings support the theory of Total Quality Management (TQM) and the concept of educational service quality, which emphasizes the importance of synergy between persuasive communication and excellent service. The practical implications of this study encourage schools to implement data-driven communication and service strategies to enhance parental loyalty. This research offers a novel contribution through an integrative approach between communication and service aspects as the foundation for holistic and sustainable management of educational customer satisfaction.

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Author Biographies

Rahel Gizella, Universitas Negeri Jakarta

Rahel Gizella was born in Branti, on July 15, 1999. She studied a bachelor’s degree in Elementary School Teacher Education at Sanata Dharma University Yogyakarta and graduated in 2021. Currently pursuing a Masters in Education Management at the State University of Jakarta.

Heru Santosa, Universitas Negeri Jakarta

A Lecturer who teaches in the Master of Education Management study program, Faculty of Education, State University of Jakarta. He studied at IKIP Jakarta with a major in Educational Administration and graduated in 1995. Then continued his education at IKIP Padang with a major in Elementary Mathematics Education and graduated in 1995. Then continued his education at the State University of Jakarta by earning a Master's degree in Education Management and graduated in 2000. Furthermore, he continued his education to obtain a doctoral degree in the field of Master of Education Management at the State University of Jakarta and graduated in 2016.

Siti Zulaikha, Universitas Negeri Jakarta

A Lecturer who teaches in the Master of Education Management study program, Faculty of Education, State University of Jakarta. She completed her undergraduate education at IAIN Syarif Hidayatullah Jakarta and graduated in 1997. She continued her education in the postgraduate program at the State University of Jakarta. Furthermore, she continued her education in the Education Management doctoral program at UNINUS Bandung and graduated in 2013.

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