University heritage student satisfaction and loyalty for sustainable higher education

This study examines the influence of university heritage on student loyalty, with student satisfaction as a mediating variable, in Islamic higher education institutions in Yogyakarta, Indonesia. Drawing primarily on Expectancy-Disconfirmation Theory (EDT), the Stimulus-Organism-Response (S–O–R) framework, and Social Identity Theory (SIT), this study examines the influence of university heritage on student loyalty, with supporting insights from the Resource-Based View (RBV), Signalling Theory, and Service-Dominant Logic (SDL). university heritage is conceptualized as both a strategic resource and a symbolic signal shaping students’ evaluations and behavioural intentions. Data were collected from 320 undergraduate students and analysed using Structural Equation Modelling (SEM). The results reveal that university heritage significantly enhances student satisfaction and directly influences student loyalty. Student satisfaction also strongly predicts loyalty and partially mediates the relationship between heritage and loyalty. These findings highlight the dual role of heritage in enriching student experiences and strengthening loyalty through satisfaction. Theoretically, this study extends RBV by positioning heritage as an intangible resource for sustainable competitive advantage, supports Signalling Theory as a marker of institutional quality, and confirms the relevance of EDT and S–O–R frameworks in higher education. Practically, the findings suggest that universities should strategically preserve and communicate heritage, integrate institutional values into learning processes, and enhance reputation management. The study also contributes to Sustainable Development Goal 4 (Quality Education) by demonstrating how heritage supports inclusive, equitable, and sustainable higher education systems.