QUALIDADE, COMPROMETIMENTO E CONFIANÇA NA RETENÇÃO DE ALUNOS NO ENSINO SUPERIOR

Abstract

The competitiveness generated in the service sector influences the search for understanding of the factors that contribute to the improvement of the relationship between service providers, customers and users is a recurring theme in relationship marketing. The perceived quality, trust and commitment to the company are the result of a continuous process of meeting the demands contracted by customers and users. This study aims to investigate the intensity of the links between perceived quality, trust and commitment related to retention, evaluating the moderation of marks in these relationships. The results obtained through the application of a descriptive quantitative research along with 816 students from two Higher Education Institutions (HEI) located in Caxias do Sul/RS, demonstrated significant and positive relationships on quality, trust and commitment in student retention. The moderating effect of brand HEI suggested relations and retention of students were not detectas.

Keywords

• higher education
• consumer behavior
• relationship marketing