Abstract

WALESSKA SCHLESINGER, María; CERVERA TAULET, Amparo; INIESTA BONILLO, María Ángeles  and  SANCHEZ FERNANDEZ, Raquel. A relationship marketing approach to education as a service: an application to the University of Valencia. Innovar [online]. 2014, vol.24, n.53, pp.113-125. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v24n53.43919.

Abstract: This research is presented as an exploratory approach, while innovative, to the extent that its basic objective is to apply the paradigm of relationship marketing to the analysis of educational management and the service encounter between teacher and students. In order to achieve this, 500 surveys were conducted at a spanish university and structural equation modeling was employed to compare the relationships hypothesized. The main contribution of this paper lies in the conceptualization and measurement of variables related to behavior and perception of graduates in a relationship services framework. The most relevant results confirm three direct antecedents of graduate loyalty: satisfaction, perceived image and graduated-university identification. Also the quality of teacherstudent interaction and satisfaction are antecedents of the perceived image also some managerial implications are proposed.

Keywords : relationship marketing; graduates; university; image; identification; satisfaction; quality of the service encounter; loyalty.

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