This conceptual paper examines how service marketing communication and business communication together influence service quality, student satisfaction, and loyalty in higher education institutions (HEIs). It consists of a comparative study of Universiti Tenaga Nasional (UNITEN), Malaysia and Universitas Islam Negeri (UIN) Syarif Hidayatullah Jakarta, Indonesia, with an emphasis on how culture affects communication preferences. Malaysian students appreciate professionalism and digital savviness, while Indonesian students prefer warmth generated through interpersonal communication. Utilizing the SERVQUAL model, along with Communication Satisfaction Theory, a conceptual framework is proposed which links communication strategies to perceived service quality and student loyalty. Communication is posited as a strategic type of activity or behaviour in the delivery of educational services, and the ultimate aim of this paper is seen to contribute to not only the improvement of institutional competitiveness and student experience, but also to the objectives of Sustainable Development Goals (SDG) 4 (Quality Education) and SDG 10 (Reduced Inequalities) with emphasis on the provision of an inclusive and transparent communication environment for educational services which underpins delivery of service and equitable educational outcomes within higher education contexts across Southeast Asia.