Relações De Interdependência Entre Confiança, Comprometimento, Qualidade Percebida E Lealdade Em Estudantes Do Ensino Superior

Abstract

<p>A competitividade dos mercados, inclusive do mercado de ensino superior, tem forçado as organizações, neste caso as instituições de ensino superior, a melhorar a gestão da relação com seus clientes ou estudantes. Assim, o tema lealdade torna-se um estudo de extrema importância, inclusive no campo do ensino superior, o qual tem demonstrado um grande dinamismo, tanto pelo crescimento da demanda como pelo crescimento da oferta, aquecendo a competição principalmente junto às instituições privadas. Desta forma, o principal foco deste estudo é avaliar as relações de interdependência entre confiança, comprometimento, qualidade percebida e lealdade em estudantes de ensino superior. Os resultados mostraram que tanto a qualidade como o comprometimento têm uma forte participação na formação da lealdade, enquanto a confiança parece não relacionar-se diretamente com a lealdade, porém tendo uma participação forte na construção do relacionamento entre as partes, uma vez que relaciona-se significativamente com o comprometimento. Discussões e conclusões acerca dos resultados encontrados são apresentados ao final do artigo.</p>

The Influence of the Constructs ‘Perceived Quality’ and ‘Trust’ for the Repurchase Intention in the Market of Fitness Centers in Southern Brazil

“…Studies have found a strong link between the constructs 'perceived quality' and 'repurchase intention.' The literature points out that perceived quality can generate customers' commitment, loyalty, value perception, satisfaction, repurchase intention, positive word-of-mouth communication, besides enhancing profitability and reducing organization costs (Basso, Schwab, Pólvora, Marques, Pereira, & Slongo, 2008;Hennig-Thurau et al, 2001;Zeithaml, 2000).…”

“…Thus, they tend to repurchase regardless of specific prices (Low, Lee, & Cheng, 2013). According to Berry (1983), trust is shown from the moment the company presents its clients with open channels for communication, guarantees of the service provided, and a high standard of conduct. Trust provides a guarantee of a consistent and competent company's performance, ensuring that consumers continue to gain value in future business from the same supplier (Sirdeshmukh et al, 2002).…”

Student Retention at a Higher Educational Institution: A Comparison Between Evaded and Nonevaded Groups Using Partial Least Square

“…In the last decades, studies related to customer loyalty have contributed to the literature in several aspects and markets including the loyalty/retention view of college students (Anjos Neto, 2003;Basso et al, 2015;Bergamo et al, 2011;Hennig-Thurau et al, 2001). Most of them use Hennig-Thurau et al's model, which integrates a quality model of the relationship with Tinto's model (1975) and emphasizes aspects of the student including academic and social integration that can influence the commitment to HEIs (Tinto, 1975, 1993, as cited in Vasconcelos et al, 2009.…”

The Perceived Risk and Trust in the Bank's Brand on the Mobile Banking User Vision

“…In the use of a channel based on technological artifacts, confidence in the brand is crucial to minimize uncertainties of the future, especially when the individual has no control or has an incomplete control over the results (KIM; FERRIN; RAO, 2008). In addition, confidence is related to the generation of emotional involvement and customer loyalty to the company (BASSO et al, 2015).…”