This study aimed to determine the effect of service quality and marketing strategy on international postgraduate students’ loyalty towards Malaysian public universities mediated by emotional satisfaction. This study used Social Exchange theory to explain the phenomenon. A quantitative approach was utilised as the primary research design. Data were collected from a random sample of 380 international postgraduate students using a questionnaire. Structural Equation Modeling (SEM) was used to analyse the data. The findings indicated a significant relationship between service quality and customer loyalty (β =0.103, p..

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