Abstract
This study examined the perceived service quality, student satisfaction, and cost factors associated with student loyalty at Baguio Central University. Anchored on the SERVQUAL Model, Expectancy-Disconfirmation Theory (EDT), and Perceived Value Theory (PVT), the study aimed to provide empirical evidence to support institutional strategies for improving student retention and long-term commitment. A quantitative descriptive research design was employed involving 110 students enrolled at Baguio Central University during the School Year 2024–2025. Data were collected using a structured survey questionnaire adapted from established instruments and analyzed using descriptive statistics, specifically weighted mean and ranking. The findings revealed that students generally perceived the University's service quality favorably, particularly regarding faculty competence, professionalism, and the effectiveness of academic support services. Students also expressed positive levels of satisfaction, especially in terms of career preparation and their sense of belonging within the institution. However, relatively lower ratings were observed for the adequacy of physical facilities and the perceived fairness and value of tuition and other fees, indicating areas requiring institutional improvement. Respondents likewise agreed that cost-related factors, including affordability, transparency of fees, financial assistance, and value for money, are important considerations in their continued commitment to the University. Overall, the findings suggest that maintaining high-quality educational services, enhancing student satisfaction, and strengthening students' perceptions of educational value may contribute to improved student loyalty. The study provides practical insights for university administrators in developing evidence-based policies and initiatives that enhance student experiences, strengthen institutional competitiveness, and promote sustainable student retention in private higher education institutions.