This research aims to assess students’ perception on educational service delivery performance, distinctive capabilities, competitive advantage, students’ confidence and the influence of the delivery of special educational services and capabilities to the competitive advantage and students’ trust in South Sumatera. The method used is a descriptive, economic based approach-particularly focusing on marketing management of educational services. The verification model and solution techniques used to analyze is Structural Equation Modeling (SEM). The unit analysis in this study is private universities in South Sumatera, and the observation unit is students in South Sumatera. The result shows that improving competitive advantage in the event to increase the students’ trust, a variable is present as a dominant determining factor; distinctive capabilities, in which this includes intangible assets, understanding customers demand, and tangible assets. These findings are in line with the three pillars of education from The Ministry of Education; equity and expanding access; quality, relevance and competitiveness; as well as governance, accountability and public image, where the three pillars of education comes down to intangible assets.
