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

Abstract

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.

Keywords

• commitment
• customer satisfaction
• advocacy intentions
• repurchase intention
• educational service