Abstract

This study investigates the relationship between self-efficacy and service quality in private universities, focusing on the mediating role of Organizational Citizenship Behavior (OCB). Using a quantitative research approach, data were collected from 85 higher education institutions through surveys and analyzed with Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results demonstrate that self-efficacy positively influences both OCB and service quality, particularly through reliability as a key indicator of service quality. However, OCB does not mediate the relationship between self-efficacy and service quality, suggesting the influence of other factors such as technical skills and institutional policies. The findings highlight the importance of self-efficacy and OCB in enhancing service quality and emphasize the need for regular evaluations, increased support, and targeted training programs to strengthen lecturers’ self-efficacy. Universities are encouraged to promote OCB activities, including peer collaboration, student support, and curriculum development, offering valuable insights for managerial and policy improvements in private higher education institutions.