Students and higher education institutions relationship: emotional commitment, loyalty and love brand
DOI:
https://doi.org/10.53946/rmr.v4i1.28Palabras clave:
Emotional commitment, Love brand, Higher education institutionsResumen
Objective: The present research purpose consisted of investigate the strength of social and academic integration, perceived quality and trust to emotional commitment to Higher Education Institutions (HEI) and its relationship with loyalty, as well as testing the impact of loyalty to HEI on brand love
Methodology: A survey method was applied with undergraduate students from a private HEI (named here as ALPHA) with 3 campuses located in São Paulo, Rio de Janeiro and Porto Alegre, totaling 306 valid questionnaires.
Originality: The novelty consisted of replicate an adapted version of the RQSL model using only variables with high predictive power as presented in previous research. Additionally, the brand love construct was added as outcome of the student loyalty. The results demonstrated that the adaptation proved to be a reliable predictive instrument to explain that the students' loyalty to a private HEI is strongly linked to their emotional commitment.
Main results: The research showed the strength of three antecedents in the construction of students' emotional commitment to HEI, namely: social and academic integration, perceived quality and trust. Brand love emerged as a significant outcome of student loyalty to a HEI. In this sense, the greater the emotional commitment, the greater the student's loyalty and, consequently, the greater brand love to the HEI.
Theoretical Contributions: The results showed that among the four antecedent factors, social integration has a significant force. In this sense, one might consider that feeling of participation in the group and the sense of belonging are considered of great importance by the students, in addition to factors such as quality, trust and academic integration.
Descargas
Citas
Alcântara, V. D. C., Luiz, G. V., Ferreira, A. C., & Teodoro, S. A. S. (2012). Dimensões e determinantes da satisfação de alunos em uma instituição de ensino superior. DOI: https://doi.org/10.5585/remark.v11i3.2444
Amorim, L. (2017). O que as demissões da Estácio revelam sobre o setor.
Amorim, R. (2014, nov 4). Palestra de Ricardo Amorim - Setor de Educação e Saúde. Retrieved from https://www.youtube.com/watch?v=dNNAWbePJ1o.
ANJOS NETO, M. R. D. (2003). Construção e Teste de um Modelo Teórico de Marketing de Relacionamento para o Setor de Educação (Master's thesis, Universidade Federal de Pernambuco).
de Macedo Bergamo, F. V., Giuliani, A. C., Zambaldi, F., & Ponchio, M. C. (2012). A lealdade do estudante baseada na qualidade do relacionamento: uma análise em instituições de ensino superior. BBR-Brazilian Business Review, 9(2), 26-47.
Bergamo, F. V. M. (2008) A lealdade do estudante baseada na qualidade do relacionamento: uma análise em instituições de ensino superior. Dissertação (Master's thesis, Universidade Metodista de Piracicaba, Piracicaba)
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing letters, 17(2), 79-89. DOI: https://doi.org/10.1007/s11002-006-4219-2
Lei nº 12.711 (2012). Dispõe sobre o ingresso nas universidades federais e nas instituições federais de ensino técnico de nível médio e dá outras providências. Diário Oficial da União, 149(169).
Biazus, C. A. (2004). Sistema de fatores que influenciam o aluno a evadir-se dos cursos de graduação na UFSM e na UFSC (Doctoral dissertation, Universidade Federal de Santa Catarina).
Czarniawska, B., & Genell, K. (2002). Gone shopping? Universities on their way to the market. Scandinavian Journal of Management, 18(4), 455-474. DOI: https://doi.org/10.1016/S0956-5221(01)00029-X
Extra Classe (2016). Educação superior mercantil: ensino como fonte de lucro. Retrieved from http://www.extraclasse.org.br/exclusivoweb/2016/05/educacao-superior-mercantil-ensino-como-fonte-de-lucro
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373. DOI: https://doi.org/10.1086/209515
Goergen, P. (2014). Tecnociência, pensamento e formação na educação superior. Avaliação: Revista da Avaliação da Educação Superior (Campinas), 19, 561-584. DOI: https://doi.org/10.1590/S1414-40772014000300003
Giuliani, A. C., Camargo, S. H. C. R. V., & Galli, L. C. D. L. A. (2010). A lealdade do estudante baseada na qualidade do relacionamento: uma análise comparativa dos estudantes de administração da região de Campinas com a Região de Ribeirão Preto, Estado de São Paulo. Revista de Administração Unimep, 8(2), 128-153. DOI: https://doi.org/10.15600/1679-5350/rau.v8n2p128-153
Hennig‐Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & marketing, 14(8), 737-764. DOI: https://doi.org/10.1002/(SICI)1520-6793(199712)14:8<737::AID-MAR2>3.0.CO;2-F
Hennig-Thurau, T., Langer, M. F., & Hansen, U. (2001). Modeling and managing student loyalty: An approach based on the concept of relationship quality. Journal of service research, 3(4), 331-344. DOI: https://doi.org/10.1177/109467050134006
Instituto Nacional de Estudos e Pesquisa Educacionais Anísio Teixeira [INEP]. (2017) Sinopse Estatística da Educação Superior 2017. Retrieved from: http://inep.gov.br/web/guest/sinopses-estatisticas-da-educacao- superior
Loureiro, S. M. C., Ruediger, K. H., & Demetris, V. (2012). Brand emotional connection and loyalty. Journal of Brand Management, 20(1), 13-27. DOI: https://doi.org/10.1057/bm.2012.3
Marques, L. T. (2008). Validação de um modelo de lealdade do estudante com base na qualidade do relacionamento.
Pereira, A. M., Motta, E. D., Vaz, A. L., Pinto, C., Bernardino, O., de Melo, A. C., ... & Lopes, P. N. (2006). Sucesso e desenvolvimento psicológico no Ensino Superior: Estratégias de intervenção. Análise psicológica, 24(1), 51-59. DOI: https://doi.org/10.14417/ap.152
Ragazzi, A. P. (2017, jan 18). Kroton prepara ação para mostrar que usa Fies dentro das regras. Retrieved from https://exame.abril.com.br/revista-exame/kroton-prepara-acao-para-mostrar-que-usa-fies-dentro-das-regras/
RAMOS, M. C. L., MAY, P. R., BOIANI, E. D. S., BESEN, M., CRUZ, A. G. D. S. D., & SILVA, A. D. (2016). A formação da identidade profissional do aluno no contexto universitário: Desejo e Realidade.
Silva Filho, R. L. L., Motejunas, P. R., Hipólito, O., & Lobo, M. B. D. C. M. (2007). A evasão no ensino superior brasileiro. Cadernos de pesquisa, 37(132), 641-659. DOI: https://doi.org/10.1590/S0100-15742007000300007
Spady, W. G. (1970). Dropouts from higher education: An interdisciplinary review and synthesis. Interchange, 1(1), 64-85. DOI: https://doi.org/10.1007/BF02214313
Stratton, L. S., O’Toole, D. M., & Wetzel, J. N. (2007). Are the factors affecting dropout behavior related to initial enrollment intensity for college undergraduates?. Research in Higher Education, 48(4), 453-485. DOI: https://doi.org/10.1007/s11162-006-9033-4
Teixeira, M. A. P., Castro, A. K. D. S. S. D., & Zoltowski, A. P. C. (2012). Integração acadêmica e integração social nas primeiras semanas na universidade: percepções de estudantes universitários. Gerais: Revista Interinstitucional de Psicologia, 5(1), 69-85.
Tinto, V. (2012). Completing college: Rethinking institutional action. University of Chicago Press. DOI: https://doi.org/10.7208/chicago/9780226804545.001.0001
Tinto, V. (1975). Dropout from higher education: A theoretical synthesis of recent research. Review of educational research, 45(1), 89-125. DOI: https://doi.org/10.3102/00346543045001089
Tinto, V. (1987). Leaving college: Rethinking the causes and cures of student attrition. University of Chicago Press, 5801 S. Ellis Avenue, Chicago, IL 60637.
Toledo, J. R.; Saldaña, P.; Burgarelli, R. (2019, jul 28). Receita de universidade privada cresce; peso do gasto do professor cai. Retrieved from http://educacao.estadao.com.br/noticias/geral,receita-de- universidade-privada-cresce-peso-do-gasto-com-professor-diminui,1733054
Wetzel, J. N., O’Toole, D., & Peterson, S. (1999). Factors affecting student retention probabilities: A case study. Journal of economics and finance, 23(1), 45-55. DOI: https://doi.org/10.1007/BF02752686
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2023 Breno Carvalhal, Luciana Florêncio De Almeida, Bruno Henrique De Araujo
Esta obra está bajo una licencia internacional Creative Commons Atribución-SinDerivadas 4.0.
Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 (http://creativecommons.org/licenses/by-nc/4.0/), which allows the work to be shared with recognized authorship and initial publication in this journal.
Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html
