The recent paradigm shift from recruitment of international students to retention of students encouraged radical changes on the consumption of educational services from university serving the students for creation of mutually beneficial relationship between the students and the university. The impact of globalization hit the economy in two paradoxes; first, consumers have more choices but less satisfaction; second, service providers have more strategic options, which yield less value. Against this background, this study proposed and validated destination loyalty model to arrest the increasing students’ attrition at study location. The declining state funding of higher education challenged the management of education sector to design sustainable competitive advantage strategy not only to attract but also to retain students at their study destination. A total of 498 data was solicited from international students at Malaysian public universities, partial least square structural equation modeling (PLS-SEM) was used to test the reliability and validity of items and constructs. The results show that relationship marketing dynamism of service quality, students’ satisfaction, perceive image, perceived value and personal reasons were stable for international student loyalty to study destination. A new model called 2S2P was developed for emerging education destinations. Theoretical and practical implications as well as directions for future studies were documented in the paper.

Excellent healthcare services delivered to patients would not necessarily entail an excellent patient service fulfillment, fulfill patient expectations, and attain high satisfaction levels. Hence, patient satisfaction is multifactorial and difficult to measure. Appliance of satisfaction model, service dissatisfaction and satisfaction feedback are able to translate the nonlinear attributes for a more accurate service dissatisfaction and satisfaction feedback assessment. Service recipients of experienced Inpatient and Outpatient (IOPs) can be translated into levels of compliments and complaints to describe degrees of patient satisfaction and dissatisfaction, respectively. Compliments and complaints voiced by patients should be taken seriously. As a result, the translation of service satisfaction and service dissatisfaction based on compliments and complaints from patients in the form of satisfaction index SCi and dissatisfaction index SCa introduced a new theoretical concept of concurrent and balance measurement in evaluating customer (VOC) or VOPs feedback. In normal practice, the service improvement is usually based on complaints or dissatisfaction aspect, but the compliments or satisfaction aspect on the same service delivery was always neglected. In this study, the formulation which was based on a non-linear assessment, not only amplified the effectiveness in communicating patients’ compliments and complaints in a more receptive manner but also corresponded with Kano model.