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Influencia de la calidad del servicio en la lealtad del cliente en Instituciones de Educación Superior Privadas
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Abstract
The research aims to examine the possible relationship between the quality of service and loyalty of university students, as well as the relationship it has with satisfaction. A quantitative approach was adopted with a cross-sectional design and both a descriptive and explanatory scope. The sample was made up of 296 students from private higher education institutions. To measure the quality of the service, the SERVQUAL scale was used, considering its five dimensions, in addition to including questions to evaluate student satisfaction and loyalty. The constructs and dimensions of the instrument proved to be reliable. Data analysis was carried out using SPSS v25 software for descriptive, reliability, and preliminary correlation analysis, while conclusive analysis was performed using Smart PLS v4.1, applying structural equations (PLS-SEM) to evaluate both the structural model and the measurement models and test three hypotheses. The results obtained confirm the relationship between service quality and loyalty, as well as the role of satisfaction as a mediating variable.
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