El papel de la confianza, la imagen y los valores compartidos en la creación de valor y lealtad: aplicación a la relación egresado-universidad
ISSN: 1138-1442
Any de publicació: 2014
Volum: 18
Número: 2
Pàgines: 126-139
Tipus: Article
Altres publicacions en: Revista española de investigación de marketing
Resum
This paper presents an application of relationship marketing in the field of higher education, specifically the graduate-university relationship. The paper studies the role of trust in the graduate-university relationship, with her possible antecedents and consequences with variables that have been little studied in this field. The results show how the university image, satisfaction, and graduates shared values positively influences the trust, which, in turn, affects the perceived value and loyalty levels. The conclusions and implications provide new knowledge as regards maintaining university-graduate relationships.