Publicación:

Determinants of loyalty in a private university

Resumen

The study aimed to identify the determinants of loyalty in a private university. For which four variables have been considered, such as quality of service, image, educational rates, and student satisfaction that would influence loyalty. Since the enactment of Law 30220, universities have had to adapt their processes and improve the educational service, and once they have obtained licensing, they seek to position the brand in the market. The study was conducted under the quantitative, non-experimental, cross-sectional approach; the method was hypothetical deductive and analytical. The data were collected through the application of the survey with the respective questionnaires for each study variable, which were applied on the same date to the entire sample. The population consisted of 3518 students; the sampling technique applied was randomized, calculating the sample of 404, which was distributed proportionally by each professional career. Consequently, through the structural equations, we sought to ratify or not the model in reality with the support of SPSS 24 and AMOS software. The results showed that educational rates are related to satisfaction (0.83) and quality of service (0.85), while the latter is related to satisfaction (0.98). On the other hand, educational rates do not influence loyalty, but in the image (0.20), while satisfaction influences the image (0.19) and not loyalty. The quality of service influences loyalty (0.93) and image (0.61); however, it does not influence loyalty. In summary, loyalty is influenced by quality through educational rates and satisfaction. This result shows that students are loyal to the university for the academic and administrative quality they perceive in the classrooms. Therefore, once they finish their professional training, they will opt as the first option to the university under study. Likewise, the educational fees are commensurate with the market, despite being licensed by SUNEDU has not undergone any modification. Finally, a student satisfied by the quality of service and available rates will make the student loyal to the institution. © 2020 Elsevier B.V., All rights reserved.