El papel de la confianza, la imagen y los valores compartidos en la creación de valor y lealtad: aplicación a la relación egresado-universidad

W. Schlesinger, A. Cervera, H. Calderón
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引用次数: 18

Abstract

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.

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信任、形象和共享价值观在创造价值和忠诚中的作用:应用于毕业生-大学关系
本文介绍了关系营销在高等教育领域的应用,特别是在研究生-大学关系中的应用。本文研究了信任在研究生-大学关系中的作用,以及它可能的前因缘和后果,这些变量在该领域的研究很少。结果显示,大学形象、满意度和毕业生共同价值观正向影响信任,信任反过来影响感知价值和忠诚水平。结论和启示为维持大学与研究生的关系提供了新的知识。
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