O COMPROMETIMENTO E SEUS EFEITOS SOBRE A SATISFAÇÃO DE CLIENTES, A INTENÇÃO EM DEFENDER A MARCA E A INTENÇÃO DE RECOMPRA EM SERVIÇOS DE ENSINO

In service education firms, student commitment with the brand of the university is a differentiator from the competitors. This paper aimed to verify the impact of affective, calculative and normative commitment on customer satisfaction, advocacy intentions and intention repurchase of educational ser...

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Autores principales:	Vinicius Zanchet de Lima, Gabriel Sperandio Milan, Ana Paula Graciola, Deonir De Toni
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2018
Materias:	commitment customer satisfaction advocacy intentions repurchase intention educational service Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doi.org/10.5007/1983-4535.2018v11n3p235 https://doaj.org/article/20626016da2447358037b374bc042817
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spelling	oai:doaj.org-article:20626016da2447358037b374bc0428172021-11-11T15:49:48ZO COMPROMETIMENTO E SEUS EFEITOS SOBRE A SATISFAÇÃO DE CLIENTES, A INTENÇÃO EM DEFENDER A MARCA E A INTENÇÃO DE RECOMPRA EM SERVIÇOS DE ENSINO1983-4535https://doi.org/10.5007/1983-4535.2018v11n3p235https://doaj.org/article/20626016da2447358037b374bc0428172018-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319356599012https://doaj.org/toc/1983-4535In service education firms, student commitment with the brand of the university is a differentiator from the competitors. This paper aimed to verify the impact of affective, calculative and normative commitment on customer satisfaction, advocacy intentions and intention repurchase of educational services in the same higher education institution (HEI), evaluating the moderation of gender in the relationship between consequent commitment. The results obtained through the application of a descriptive quantitative survey of 280 undergraduate students of a higher education institution, showed that among the three components of commitment, affection is the one that most impact on customer satisfaction and intention of the student advocacy intentions. Moreover, it was observed that the failure to confirm the hypothesis of calculative commitment, regarding the customer satisfaction and advocacy intention, highlight the dissatisfaction and no advocacy intentions, when customers feel hostage to it, fact that causes the refusal to repurchase the service again. The moderating effect of gender in the relationships considered proved not to be significant.Vinicius Zanchet de LimaGabriel Sperandio MilanAna Paula GraciolaDeonir De ToniUniversidade Federal de Santa Catarinaarticlecommitmentcustomer satisfactionadvocacy intentionsrepurchase intentioneducational serviceEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 11, Iss 3, Pp 235-255 (2018)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	commitment customer satisfaction advocacy intentions repurchase intention educational service Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	commitment customer satisfaction advocacy intentions repurchase intention educational service Education (General) L7-991 Special aspects of education LC8-6691 Vinicius Zanchet de Lima Gabriel Sperandio Milan Ana Paula Graciola Deonir De Toni O COMPROMETIMENTO E SEUS EFEITOS SOBRE A SATISFAÇÃO DE CLIENTES, A INTENÇÃO EM DEFENDER A MARCA E A INTENÇÃO DE RECOMPRA EM SERVIÇOS DE ENSINO
description	In service education firms, student commitment with the brand of the university is a differentiator from the competitors. This paper aimed to verify the impact of affective, calculative and normative commitment on customer satisfaction, advocacy intentions and intention repurchase of educational services in the same higher education institution (HEI), evaluating the moderation of gender in the relationship between consequent commitment. The results obtained through the application of a descriptive quantitative survey of 280 undergraduate students of a higher education institution, showed that among the three components of commitment, affection is the one that most impact on customer satisfaction and intention of the student advocacy intentions. Moreover, it was observed that the failure to confirm the hypothesis of calculative commitment, regarding the customer satisfaction and advocacy intention, highlight the dissatisfaction and no advocacy intentions, when customers feel hostage to it, fact that causes the refusal to repurchase the service again. The moderating effect of gender in the relationships considered proved not to be significant.
format	article
author	Vinicius Zanchet de Lima Gabriel Sperandio Milan Ana Paula Graciola Deonir De Toni
author_facet	Vinicius Zanchet de Lima Gabriel Sperandio Milan Ana Paula Graciola Deonir De Toni
author_sort	Vinicius Zanchet de Lima
title	O COMPROMETIMENTO E SEUS EFEITOS SOBRE A SATISFAÇÃO DE CLIENTES, A INTENÇÃO EM DEFENDER A MARCA E A INTENÇÃO DE RECOMPRA EM SERVIÇOS DE ENSINO
title_short	O COMPROMETIMENTO E SEUS EFEITOS SOBRE A SATISFAÇÃO DE CLIENTES, A INTENÇÃO EM DEFENDER A MARCA E A INTENÇÃO DE RECOMPRA EM SERVIÇOS DE ENSINO
title_full	O COMPROMETIMENTO E SEUS EFEITOS SOBRE A SATISFAÇÃO DE CLIENTES, A INTENÇÃO EM DEFENDER A MARCA E A INTENÇÃO DE RECOMPRA EM SERVIÇOS DE ENSINO
title_fullStr	O COMPROMETIMENTO E SEUS EFEITOS SOBRE A SATISFAÇÃO DE CLIENTES, A INTENÇÃO EM DEFENDER A MARCA E A INTENÇÃO DE RECOMPRA EM SERVIÇOS DE ENSINO
title_full_unstemmed	O COMPROMETIMENTO E SEUS EFEITOS SOBRE A SATISFAÇÃO DE CLIENTES, A INTENÇÃO EM DEFENDER A MARCA E A INTENÇÃO DE RECOMPRA EM SERVIÇOS DE ENSINO
title_sort	o comprometimento e seus efeitos sobre a satisfação de clientes, a intenção em defender a marca e a intenção de recompra em serviços de ensino
publisher	Universidade Federal de Santa Catarina
publishDate	2018
url	https://doi.org/10.5007/1983-4535.2018v11n3p235 https://doaj.org/article/20626016da2447358037b374bc042817
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O COMPROMETIMENTO E SEUS EFEITOS SOBRE A SATISFAÇÃO DE CLIENTES, A INTENÇÃO EM DEFENDER A MARCA E A INTENÇÃO DE RECOMPRA EM SERVIÇOS DE ENSINO

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