Students’ loyalty in higher education: the roles of affective commitment, service co-creation and engagement

  • Francisca C. Encinas Orozco Universidad Popular Autónoma del Estado de Puebla.
  • Judith Cavazos Arroyo Universidad Popular Autónoma del Estado de Puebla.

Abstract

Aspects related to the emotional dimension begin to be considered in order to generate loyalty in the provision of educational services. This contributes to the establishment of a dynamic long-term relationship with the organization. Therefore, this study sought to analyze the impact of affective commitment to the university, participation in service co-creation and customer engagement on the loyalty of graduate students. To examine this an empirical, explanatory and transversal research was conducted, and personal surveys were applied to 484 graduate students in Mexico. The results show that loyalty of postgraduate students to the university is explained by both affective commitment and participation in co-creating the service. In addition, there is an indirect effect between affective commitment and loyalty through participation in co-creation; however, in this context, the effect of engagement on loyalty could not be confirmed.

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Author Biographies

Francisca C. Encinas Orozco, Universidad Popular Autónoma del Estado de Puebla.
Maestra de tiempo completo en el Departamento de Ciencias Sociales de la Universidad de Sonora, Campus Nogales, México. Licenciada en Administración Pública, Universidad de Sonora; Doctora en Dirección y Mercadotecnia, Universidad Popular Autónoma del Estado de Puebla.
Judith Cavazos Arroyo, Universidad Popular Autónoma del Estado de Puebla.
Profesora-investigadora en el Centro Interdisciplinario de Posgrados e Investigación de la Universidad Popular Autónoma del Estado de Puebla, Puebla, México. Licenciada en Administración, Universidad de las Américas, Puebla, México. Doctora en Dirección y Mercadotecnia, profesora-investigadora en el Centro Interdisciplinario de Posgrados e Investigación de la Universidad Popular Autónoma del Estado de Puebla.
Published
2017-10-05
How to Cite
ENCINAS OROZCO, Francisca C.; CAVAZOS ARROYO, Judith. Students’ loyalty in higher education: the roles of affective commitment, service co-creation and engagement. Cuadernos de Administración, [S.l.], v. 33, n. 57, oct. 2017. ISSN 2256-5078. Available at: <http://cuadernosdeadministracion.univalle.edu.co/index.php/cuadernos_de_administracion/article/view/4464>. Date accessed: 14 dec. 2017. doi: https://doi.org/10.25100/cdea.v33i57.4464.
Section
Research

Keywords

Co creación del servicio, lealtad, compromiso afectivo, engagement