Abstract: “Purpose- This study was undertaken with a purpose to investigate and to know the extent to which the influence of element - the element of service quality on customer loyalty, which is more instrumental elements, whether the elements are physically real or otherwise?, Where researchers also added an element of Perceived value can also be a contribution in improving customer loyalty , this study also aims to compare the reality and expectations of the variable quality of service, perceived value and loyalty that occurs in an educational service agency. Design / methodology / approach. Analysis carried out two stages , first through pathways analysis to determine the role/influence either partially or simultaneously variable service quality and customer loyalty value, then we use ImportancePerformance Analysis ( IPA ) in order to know the level of Importance and Performance of quality attributes services , perceived value and customer loyalty are described in the tabulation or quadrant,”

Keywords: Service quality, perceived value, customer loyalty