Globalization makes the competition between companies become increasingly tight. It
makes them try to find leaders who can bring success. Many universities opened Master
of Management program that can create leaders with the necessary characters. Some
strategies are implemented. Service quality becomes one of Universities’ concern in
order to meet the companies needs. Therefore Universities should identify the factors
determine it. The purpose of study is to identify the factors that determine service
quality and its effect on satisfaction and students’ loyalty on Master of Management
Program in Surabaya. The study used questionnaires to test the proposed model. The
questionnaires were distributed among 100 students in Surabaya based on simple
random sampling and purposive method. Factor analysis is used to analyze factors of
service quality. This research found that service quality is formed by product, procedure,
learning process, staff’s attitude, faculty members value, reliability, knowledge &
attitude of faculty factor; service quality has positive and significant effect on
satisfaction and loyalty.
Key words: service quality, satisfaction, loyalty
