Validação de um modelo de lealdade do estudante com base na qualidade do relacionamento

• Ano de defesa: 2008
• Autor(a) principal: Marques, Licione Torres
• Orientador(a): Brasil, Vinícius Sittoni
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: MARKETING DE RELACIONAMENTO; MARKETING EDUCACIONAL; ADMINISTRAÇÃO
• Link de acesso: http://hdl.handle.net/10923/1224

Loyalty is a subject of major interest in marketing. Various studies have addressed different contexts of academic services. Concerning educational services, it is necessary more in depth comprehension of loyalty and how the student develops such concept towards the institution. In terms of management, the identification of the factors that contribute to student loyalty poses as a challenge since school drop out prevention, longer relationship cycles, and stronger bonds are desired. This study is an analysis of the relationships between quality perceived, trust and emotional commitment, constructs that constitute the quality of relationships, and loyalty predictors. The above mentioned relationships were observed on students of a private university and were based on the theoretical model proposed by Hennig-Thurau, Langer and Hansen (2001). The results were obtained with the use of Structural Equation Modeling and they confirmed 5 of the 8 hypothesis proposed by the original model. More specifically, the results indicate a relationship between quality perceived, emotional commitment, and trust. Moreover, the perceived quality and emotional commitment have an influence on loyalty, being loyalty and emotional commitment the strongest relationship. Academic and management implications, study limitations, and suggestions for further studies are also addressed on the present work.