A Model for Improving Customer Citizenship Behavior through Optimizing Prestige Value, Service Value, and Religious Value at Private High School in Tegal Regency with Customer Satisfaction as a Mediation Variable
Abstract
This study aims to analyze the influence of prestige value, service value, and religious value on Customer Citizenship Behavior (CCB) of students of Private Islamic Senior High Schools in Tegal Regency with customer satisfaction as a mediating variable. Based on the decreasing number of students at Private Islamic Senior High Schools in Tegal Regency, a strategy is needed to increase student voluntary behavior that can support the sustainability and positive image of the school through the formation of Customer Citizenship Behavior. This study uses a quantitative approach with a survey method, with a population of all students of Private Islamic Senior High Schools in Tegal Regency. Proportional random sampling technique through the distribution of questionnaires using a five-point Likert scale, Partial Least Squares Structural Equation Modeling (PLS-SEM) data analysis with the help of SmartPLS software version 4. The results of the study indicate that prestige value, service value, and religious value have a positive effect on student satisfaction, also have a positive effect on Customer Citizenship Behavior. Student satisfaction is proven to have a positive effect on Customer Citizenship Behavior and is able to mediate the influence of prestige value, service value, and religious value on Customer Citizenship Behavior. This indicates that improving the image and reputation of madrasahs, the quality of educational services, and strengthening religious values can increase student satisfaction, which ultimately encourages voluntary student behavior in supporting, recommending, and maintaining a positive image of madrasahs. It also provides theoretical contributions to the development of customer behavior studies in the context of Islamic education and provides practical implications for Madrasah Aliyah managers in formulating strategies to increase student satisfaction and strengthen Customer Citizenship Behavior as an effort to increase the competitiveness of educational institutions.
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