According to Snijders and Rikers (2018), in order to investigate the reasons for the reduction in HEIs funding, university image, provision of quality service, and HEI's relationship marketing strategy are considered to be the serious areas of concern for the service providers. Furthermore, majority of the service suppliers fully understand the important role of service orientation, since service orientation by HEIs results in student loyalty (Xu et al., 2018).[...] Barani and Menon (2017) stated that because of the significance of service provider, service quality management has become a cornerstone for students and HEIs to ensure a positive outcome.[...] the main aim of higher education institutions (HEIs) that serve a similar purpose is to inspire students, as well as retain and increase student loyalty. According to Spencer and Dauber (2019);(Tomteberget & Larsson, 2020) countries like the UK, the USA, New Zealand, and Australia have implemented both local and international marketing strategies for advertising their education services to attract and maintain student loyalty in their corresponding HEIs, and other countries also imitated this.[...] in terms of students' loyalty and retention, the rendered services or students' experiences in HEIs are deemed as a key component, a majority of the students usually fail during the first year of their course or leave because of dissatisfaction with the service quality by the institution and also due to low rank of HEIs (Pierszalowski et al., 2018).