15 CHAPTER II THEORETICAL FOUNDATION In writing this research, a theory used and applied to analyze the data obtained. The theory comes from various textbooks that relate to the main topic of the research. It will be clearly described along with its figures in the following explanation. This theory was chosen because it is the most relevant theory, capable of answering all research questions and can fulfill all research objectives in the research. 1. Service Management Theory (Service Quality Theory) Service Management Theory, specifically Service Quality Theory, is a concept based on how the quality of a service has a significant influence on customer satisfaction and loyalty. The presence of this theory can be attributed to the SERVQUAL model developed by three well-known authors, namely A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry (1988). This model classifies the five main dimensions of the service quality, which include reliability, assurance, tangibility, empathy, and responsiveness. The following figure and explanation. Figure 2.1.1. SERVQUAL Model Source : Marketing91 16 2.1.1. Reliability Reliability is the ability of a service provider to offer and deliver services as promised accurately and reliably. At Institut Teknologi Bandung, this principle is embedded in the institution's commitment to ensuring that academic programs are delivered with unwavering consistency, and that support services, particularly for international students, are managed with the utmost dependability. Reliability at ITB is not just about maintaining the regularity of class schedules and academic offerings; it also extends to the assurance that administrative processes, such as visa processing, registration, and academic advising, are handled with precision and timeliness. The importance of reliability in an academic setting cannot be overstated, as it forms the foundation of the trust that students place in the institution. When students are confident that their educational experience will be stable and predictable, they can focus on their studies without the anxiety of unexpected disruptions. Reliability is the ability of a service provider to offer and deliver services as promised accurately and reliably. At Institut Teknologi Bandung, this principle is embedded in the institution's commitment to ensuring that academic programs are delivered with unwavering consistency, and that support services, particularly for international students, are managed with the utmost dependability. Reliability at ITB is not just about maintaining the regularity of class schedules and academic offerings; it also extends to the assurance that administrative processes, such as visa processing, registration, and academic advising, are handled with precision and timeliness. The importance of reliability in an academic setting cannot be overstated, as it forms the foundation of the trust that students place in the institution. When students are confident that their educational experience will be stable and predictable, they can focus on their studies without the anxiety of unexpected disruptions. 17 Furthermore, ITB's approach to reliability involves clear and timely communication. Any changes, no matter how minor, are communicated to students as soon as possible with humility and respect. This approach ensures that students feel valued and respected, as they are kept informed and are never left in the dark regarding any aspect of their academic journey. The institution's dedication to providing reliable services reflects its understanding that international students, in particular, face unique challenges in adapting to a new educational system, and that consistent, reliable support is crucial to their success. This proactive and considerate communication reinforces the trust that students have in the institution, ensuring that they feel secure and supported throughout their studies. Reliability, therefore, is not just about meeting basic expectations but about exceeding them by creating a stable, trustworthy environment where students can thrive. By consistently delivering on its promises and maintaining open lines of communication, ITB upholds the highest standards of reliability, which is essential for fostering a positive and productive academic experience. As Zeithaml et al. (2009) rightly note, "Reliability reflects the ability to deliver the promised service precisely and consistently," and ITB embodies this principle in its daily operations, ensuring that every student receives the quality education and support they were promised. 18 2.1.2. Assurance Assurance encompasses several key attributes that contribute to the overall confidence and satisfaction of customers. These attributes include the ethical behavior, politeness, knowledge, and expertise of the staff. At Institut Teknologi Bandung (ITB), the concept of assurance plays a pivotal role in shaping the experiences of international students. It is essential for building and maintaining trust between the institution and its students, as it directly influences their sense of security and confidence in both academic and non- academic contexts. The assurance dimension is reflected in the competence and expertise of lecturers and staff at ITB. This competence is not merely about possessing technical knowledge but also involves the ability to communicate effectively, exhibit professionalism, and demonstrate a deep understanding of the subject matter. The staff's politeness and ethical behavior further enhance their ability to inspire confidence in students. When lecturers and administrative staff are knowledgeable and approachable, they create an environment where students feel valued and supported. This is particularly important for international students who may be navigating a new educational system and cultural context. In the academic setting, assurance is crucial for fostering a positive learning environment. When students perceive that their lecturers and staff are well-qualified and genuinely interested in their success, they are more likely to engage actively in their studies and seek assistance when needed. This confidence also extends to non-academic aspects, such as administrative support and campus services. For international students, knowing that they can rely on the expertise and courteousness of ITB's staff helps to alleviate the stress associated with adapting to a new country and educational system. 19 Assurance involves not only the technical skills of the staff but also their ability to convey trust and credibility. This is achieved through consistent and respectful interactions that demonstrate a commitment to the students' well- being and success. Effective communication and the demonstration of expertise by staff members help to build a strong rapport with students, reinforcing their trust in the institution.