The influence of trust and value on Brand loyalty in students of private institutions of higher educatión
DOI:
https://doi.org/10.35319/qmmm3532Keywords:
Loyalty, Trust, Value, Higher education, College, Students, Relational marketing, Structural equation modelAbstract
Loyalty is a key factor for the performance of any company, it refers to the customer’s commitment to the brand of the product or service, as a result of the perceived value and trust, pursuing a long- term relationship. This study is focused on the perception of the value, trust and loyalty of private university students, which plans to answer the problem: How does trust and value of students influence brand loyalty in institutions? private higher education? In this sense, the main objective is to measure the influence of constructs on brand loyalty and also how they relate to each other. A proposed and adapted model is used, conducting 213 student surveys, distributed in a stratified manner in 15 private universities in the city of Cochabamba. The results allowed us to answer the hypotheses raised for the analysis, for which techniques such as descriptive statistics and exploratory factor analysis were applied, which was carried out using the structural equation model. The results suggest that trust in management policies and practices, in teachers and administrative employees, positively impacts the value perceived by students, and value significantly affects their loyalty to their institution.
Downloads
References
Al-Alak, B. (2006). The Impact of Marketing Actions on Relationship Quality in the Higher Education Sector in Jordan. Journal of Marketing for Higher Education, 16(2), 1–23. https://doi.org/10.1300/J050v16n02_01
Annamdevula, S., & Bellamkonda, R. S. (2016). The effects of service quality on student loyalty: The mediating role of student satisfaction. Journal of Modelling in Management, 11, 446–462. https://doi.org/10.1108/JM2-04-2014-0031
Brown, R., & Mazzarol, T. (2009). The Importance of Image to Student Satisfaction and Loyalty within Higher Education. Higher Education, 58, 81–95. https://doi.org/10.1007/s10734-008-9183-8
Byrne, B. (2001). Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming (1st Ed.). En Applications, and Programming, Erlbaum (Vol. 20, p. 418). https://doi.org/10.4324/9780203726532
Carvalho, S., & Mota, M. de O. (2010). The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students. Journal of Marketing for Higher Education, 20(1), 145–165. https://doi.org/10.1080/08841241003788201
Demir, A., Maroof, L., Sabbah Khan, N. U., & Ali, B. J. (2020). The role of E-service quality in shaping online meeting platforms: A case study from higher education sector. Journal of Applied Research in Higher Education, ahead-of-print(ahead-of-print). https://doi.org/10.1108/JARHE-08-2020-0253
Enache, I. (2011). Marketing higher education using the 7 ps framework. Undefined. https://www.semanticscholar.org/paper/MARKETING-HIGHER-EDUCATION-USING-THE-7-PS-FRAMEWORK-Enache/c8e49ce838daeaf99b5aaff3f504d5e01cb9085f
Fernandes, C., Ross, K., & Meraj, M. (2013). Understanding student satisfaction and loyalty in the UAE HE sector. The International Journal of Educational Management, 27. https://doi.org/10.1108/IJEM-07-2012-0082
Ghobehei, M., Sadeghvaziri, F., Ebrahimi, E., & Bakeshloo, K. A. (2019). The effects of perceived brand orientation and perceived service quality in the higher education sector. Eurasian Business Review, 9(3), 347–365.
Ghosh, A., Whipple, T., & Bryan, G. (2001). Student Trust and Its Antecedents in Higher Education. The Journal of Higher Education, 72, 322–340. https://doi.org/10.2307/2649334
Goi, M., Kalidas, V., & Yunus, N. (2018). Mediating roles of emotion and experience in the stimulus-organism-response framework in higher education institutions. Journal of Marketing for Higher Education, 28, 1–23. https://doi.org/10.1080/08841241.2018.1425231
Gottlieb, U., & Beatson, A. (2018). High on emotion! Perceived value: Influencing decision-making processes at international student recruitment trade shows. Journal of Marketing for Higher Education, 28, 1–16. https://doi.org/10.1080/08841241.2018.1476430
Helgesen, Ø. (2008). Marketing for Higher Education: A Relationship Marketing Approach. Journal of Marketing for Higher Education, 18, 50–78. https://doi.org/10.1080/08841240802100188
Helgesen, Ø., & Nesset, E. (2007). What accounts for students’ loyalty? Some field study evidence. International Journal of Educational Management, 21, 126–143. https://doi.org/10.1108/09513540710729926
Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19, 316–338.
Hwang, Y.-S., & Choi, Y. K. (2019). Higher education service quality and student satisfaction, institutional image, and behavioral intention. Social Behavior and Personality: an international journal, 47(2), 1–12. https://doi.org/10.2224/sbp.7622
Ismanova, D. (2019). Students’ loyalty in higher education: The mediating effect of satisfaction, trust, commitment on student loyalty to Alma Mater. Management Science Letters, 1161–1168. https://doi.org/10.5267/j.msl.2019.4.024
Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22, 288–299. https://doi.org/10.1108/09513540810875635
Jiménez, E. U. (1995). Analisis de Datos: Series Temporales y Analisis Multivariante. Alfa Centauro, S.A.
Kaushal, V., & Ali, N. (2020). University Reputation, Brand Attachment and Brand Personality as Antecedents of Student Loyalty: A Study in Higher Education Context. Corporate Reputation Review, 23(4), 254–266. https://doi.org/10.1057/s41299-019-00084-y
Lai, L., To, W. M., Lung, J., & Lai, T. (2012). The perceived value of higher education: The voice of Chinese students. Higher Education - HIGHER EDUC, 63, 1–17. https://doi.org/10.1007/s10734-011-9439-6
Malhotra, N. K. (2016). Investigación de mercados: Conceptos esenciales. Pearson Educación de México.
Malhotra, N. K., Birks, D. F., & Wills, P. A. (2013). Marketing Research. Pearson Education Limited.
Mateos, G., & Morales, A. (2002). Historia de la probabilidad y de la estadística / A.H.E.P.E. https://dialnet.unirioja.es/servlet/libro?codigo=2624
Mulyono, H., Hadian, A., PURBA, N., & Pramono, R. (2020). Effect of Service Quality Toward Student Satisfaction and Loyalty in Higher Education. The Journal of Asian Finance, Economics and Business, 7, 929–938. https://doi.org/10.13106/jafeb.2020.vol7.no10.929
Oly Ndubisi, N. (2007). Relationship marketing and customer loyalty. Marketing Intelligence & Planning, 25(1), 98–106. https://doi.org/10.1108/02634500710722425
Perez, C. (2004). Técnicas de Análisis Multivariante de Datos: Aplicaciones con SPSS.
Ramírez Angulo, P. J., Duque Oliva, E. J., & Rodríguez Romero, C. A. (2013). Lealtad de marca: Antecedentes y perspectivas de investigación. Universidad & Empresa, 24, 141–163.
Sampaio, C., Perin, M., & Simões, C. (2012). Students’ trust, value and loyalty: Evidence from higher education in Brazil. Journal of Marketing for Higher Education, 22, 83–100. https://doi.org/10.1080/08841241.2012.705796
Sampieri, R. H. (2018). METODOLOGÍA DE LA INVESTIGACIÓN: LAS RUTAS CUANTITATIVA, CUALITATIVA Y MIXTA. McGraw-Hill Interamericana.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer Trust, Value, and Loyalty in Relational Exchanges. The Journal of Marketing, 66, 15–37. https://doi.org/10.1509/jmkg.66.1.15.18449
Tristá, B. (2012). Capacity Building in Latin American Universities: Cuba’s Contribution. En A. Hickling-Hudson, J. C. González, & R. Preston (Eds.), The Capacity to Share: A Study of Cuba’s International Cooperation in Educational Development (pp. 161– 174). Palgrave Macmillan US. https://doi.org/10.1057/9781137014634_10
Vallejos, J. M. (2014, noviembre 22). Una mirada a la educación superior en Bolivia—Periódico La Patria (Oruro—Bolivia). Periódico La Patria. https://impresa.lapatria.bo/noticia/202775/una-mirada-a- la-educacion-superior-en-bolivia
Yu, Y. T., & Dean, A. (2001). The contribution of emotional satisfaction to consumer loyalty. International Journal of Service Industry Management, 12(3 & 4), 234–250.
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Revista Perspectivas
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
La Revista Perspectivas de la Universidad Católica Boliviana, es una revista de acceso abierto, por lo tanto, es de libre acceso en su integridad. Está permitida su lectura, búsqueda, descarga, distribución y reutilización legal en cualquier tipo de soporte únicamente para fines no comerciales, siempre y cuando la obra sea debidamente citada.
