The study aims to examine reliability, responsiveness, tangibility, assurance, and empathy (SERQUAL Model) to affect Gen Z undergraduates' satisfaction in local private higher education institutions (PHEIs). The study engaged 150 respondents in data collection process and utilized PLS-SEM (partial least squares structural equation modeling) for analysis. The empirical findings highlight the significant correlation between reliability, responsiveness, and undergraduates' satisfaction with their university choices. These insights provide private higher education institutions (PHEIs) with a deeper understanding of the key factors influencing undergraduate’s satisfaction, particularly in the era of artificial intelligence (AI). Recognizing these factors is crucial for PHEI practitioners and policymakers to enhance service quality and ensure long-term sustainability in the industry. By prioritizing continuous improvement and sustainable enhancement of service quality, PHEIs can enhance undergraduates' learning satisfaction and foster a more fulfilling, inclusive educational experience in the post-pandemic era, which accelerated by AI advancements.
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