This study aims to investigate the relationship between front-line employees’ (FLEs) extra-role behavior (ERB) and its influence on student satisfaction (SS), student loyalty (SL), and university image (UI), while also examining the moderating effect of student cynicism (SC). Drawing on the service profit chain model, this research proposes a positive relationship between ERB and SS, SL, and UI, with SC acting as a moderator for the relationship between ERB and SS. Using a survey research design, the study was conducted at a semi-government university in the United Arab Emirates (UAE) during a service encounter between FLEs and students, involving 251 students as respondents. Structural Equation Modeling (SEM) was used to analyze the data collected. The findings demonstrated a significant positive relationship between FLE ERB and SS, SL, and UI. Additionally, the study revealed that SC moderates the relationship between FLE ERB and SS, suggesting that highly cynical students are less responsive to employee extra-role behavior. These findings have significant implications for university management and policymakers. By understanding the impact of FLE ERB on student outcomes and the moderating effect of SC, universities can develop and strengthen targeted strategies to enhance SS, SL, and UI.

A major goal of this study is to demonstrate how improving the quality of services can be used to enhance higher education institutions’ ability to hold on to their students and assist them in graduating on time. This study investigates the relationship between service quality and student retention in the higher education sector, as well as the influences of satisfaction, trust, and commitment on this relationship. The study discusses how Institutions can retain their students while defining service quality in the present day. Hence, the literature focused on how service quality impacts student retention today. Following the literary phase of the research, the framework specifies the study’s methodology while analyzing the importance of service quality in higher education institutions. It aims to identify the key success factor contributing to student retention and completion of graduation in higher education through a critical assessment of service quality literature. It suggests a theoretical framework using the SERVQUAL model. A qualitative method of four focus groups was conducted. The data were analyzed using coding, and the hypotheses were constructed and discussed qualitatively. The study concluded that service quality is crucial to retaining students in higher education. According to the research, service quality is important to establishing assurance with students. This study highlights the significance of operational aspects in the service sector, particularly for high-contact services. Furthermore, it demonstrates how higher education institutions can achieve long-term sustainability while providing expansion opportunities.