VALOR PERCEBIDO E SEU IMPACTO NA LEALDADE: PROPOSIÇÃO E TESTE DE MODELO QUANTO AO RELACIONAMENTO ENTRE AS INSTITUIÇÕES DE ENSINO SUPERIOR E SEUS ALUNOS

This article aims to contribute with Perceived Value studies, in the context of relationship marketing, focusing the research in the relationship among higher education institutions and their students. The objective was to develop and test a theoretical model which integrates components used by high...

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Autor principal:	Valesca Persch Reichelt
Formato:	article
Lenguaje:	ES PT
Publicado:	Universidade Federal de Santa Catarina 2012
Materias:	perceived value loyalty educational services relationship marketing Education (General) L7-991 Special aspects of education LC8-6691
Acceso en línea:	https://doaj.org/article/d067d4dd679f4a768e77708218bd0dbc
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spelling	oai:doaj.org-article:d067d4dd679f4a768e77708218bd0dbc2021-11-11T15:49:45ZVALOR PERCEBIDO E SEU IMPACTO NA LEALDADE: PROPOSIÇÃO E TESTE DE MODELO QUANTO AO RELACIONAMENTO ENTRE AS INSTITUIÇÕES DE ENSINO SUPERIOR E SEUS ALUNOS1983-4535https://doaj.org/article/d067d4dd679f4a768e77708218bd0dbc2012-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=319327516008https://doaj.org/toc/1983-4535This article aims to contribute with Perceived Value studies, in the context of relationship marketing, focusing the research in the relationship among higher education institutions and their students. The objective was to develop and test a theoretical model which integrates components used by higher education intitutions’ students to evaluate perceived value concerning these institutions services, such as its impact on students loyalty and satisfaction. To do so, a conceptual model was created based on literature review, and tested using Structural Equations Modeling. The tested model proposes relationship quality, specifically through relationship satisfaction, as a loyalty antecedent, highlighting effectiveness of relationship marketing actions in nature continues services, specially in the educational sector. The relations highlighted in the model show that the predictors of Perceived Value are Perceived Quality, Behavioral Price, Monetary Price, Reputation and Emotional Response. Monetary Price is the construct which more influenced the Perceived Value, followed by Reputation, indicating that higher education institutions should concern about image and status. The conclusions highlight the importance of creating value to customers and establishing satisfactory relational ties with them.Valesca Persch ReicheltUniversidade Federal de Santa Catarinaarticleperceived valueloyaltyeducational servicesrelationship marketingEducation (General)L7-991Special aspects of educationLC8-6691ESPTRevista Gestão Universitária na América Latina , Vol 5, Iss 3, Pp 132-154 (2012)
institution	DOAJ
collection	DOAJ
language	ES PT
topic	perceived value loyalty educational services relationship marketing Education (General) L7-991 Special aspects of education LC8-6691
spellingShingle	perceived value loyalty educational services relationship marketing Education (General) L7-991 Special aspects of education LC8-6691 Valesca Persch Reichelt VALOR PERCEBIDO E SEU IMPACTO NA LEALDADE: PROPOSIÇÃO E TESTE DE MODELO QUANTO AO RELACIONAMENTO ENTRE AS INSTITUIÇÕES DE ENSINO SUPERIOR E SEUS ALUNOS
description	This article aims to contribute with Perceived Value studies, in the context of relationship marketing, focusing the research in the relationship among higher education institutions and their students. The objective was to develop and test a theoretical model which integrates components used by higher education intitutions’ students to evaluate perceived value concerning these institutions services, such as its impact on students loyalty and satisfaction. To do so, a conceptual model was created based on literature review, and tested using Structural Equations Modeling. The tested model proposes relationship quality, specifically through relationship satisfaction, as a loyalty antecedent, highlighting effectiveness of relationship marketing actions in nature continues services, specially in the educational sector. The relations highlighted in the model show that the predictors of Perceived Value are Perceived Quality, Behavioral Price, Monetary Price, Reputation and Emotional Response. Monetary Price is the construct which more influenced the Perceived Value, followed by Reputation, indicating that higher education institutions should concern about image and status. The conclusions highlight the importance of creating value to customers and establishing satisfactory relational ties with them.
format	article
author	Valesca Persch Reichelt
author_facet	Valesca Persch Reichelt
author_sort	Valesca Persch Reichelt
title	VALOR PERCEBIDO E SEU IMPACTO NA LEALDADE: PROPOSIÇÃO E TESTE DE MODELO QUANTO AO RELACIONAMENTO ENTRE AS INSTITUIÇÕES DE ENSINO SUPERIOR E SEUS ALUNOS
title_short	VALOR PERCEBIDO E SEU IMPACTO NA LEALDADE: PROPOSIÇÃO E TESTE DE MODELO QUANTO AO RELACIONAMENTO ENTRE AS INSTITUIÇÕES DE ENSINO SUPERIOR E SEUS ALUNOS
title_full	VALOR PERCEBIDO E SEU IMPACTO NA LEALDADE: PROPOSIÇÃO E TESTE DE MODELO QUANTO AO RELACIONAMENTO ENTRE AS INSTITUIÇÕES DE ENSINO SUPERIOR E SEUS ALUNOS
title_fullStr	VALOR PERCEBIDO E SEU IMPACTO NA LEALDADE: PROPOSIÇÃO E TESTE DE MODELO QUANTO AO RELACIONAMENTO ENTRE AS INSTITUIÇÕES DE ENSINO SUPERIOR E SEUS ALUNOS
title_full_unstemmed	VALOR PERCEBIDO E SEU IMPACTO NA LEALDADE: PROPOSIÇÃO E TESTE DE MODELO QUANTO AO RELACIONAMENTO ENTRE AS INSTITUIÇÕES DE ENSINO SUPERIOR E SEUS ALUNOS
title_sort	valor percebido e seu impacto na lealdade: proposição e teste de modelo quanto ao relacionamento entre as instituições de ensino superior e seus alunos
publisher	Universidade Federal de Santa Catarina
publishDate	2012
url	https://doaj.org/article/d067d4dd679f4a768e77708218bd0dbc
work_keys_str_mv	AT valescaperschreichelt valorpercebidoeseuimpactonalealdadeproposicaoetestedemodeloquantoaorelacionamentoentreasinstituicoesdeensinosuperioreseusalunos
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VALOR PERCEBIDO E SEU IMPACTO NA LEALDADE: PROPOSIÇÃO E TESTE DE MODELO QUANTO AO RELACIONAMENTO ENTRE AS INSTITUIÇÕES DE ENSINO SUPERIOR E SEUS ALUNOS

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