Factors of Service Quality that affect Student Loyalty and Their Intentions to Recommend School: a study in the public education sector

Abstract

This study developed a theoretical-empirical essay with 1550 high school students from public schools in the Paraíba. The objective was to evaluate the impact of quality of the educational service about intentions in recommending to third parties and fidelity of the students, as well as to what extent these effects differ in relation to the demographic and motivational factors. The expectations of the students and his performance perceptions in relation to 18 attributes were apprehended. It was also captured how prone they were to to enroll again and to recommend school. When using multiple linear regression, it was found that four and three attributes, respectively, had a significant effect on consumer loyalty and intention to recommend the organization. Attendance of the administrative staff and corporate image are points of intersection, positively impacting the two behavioral variables. Heterogeneities in the impact of quality of service about fidelity and intentions to recommend were perceived in the groupings of age, family income, motivation and gender.

Keywords

• qualidade do serviço
• fidelidade
• intenções em recomendar
• ensino público