AbstractThis 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..