Reasons of relations between the constructs perceived quality, trust, and loyalty in virtual learning environment
Reasons of relations between the constructs perceived quality, trust, and loyalty in virtual learning environment
Índice
Purpose: The educational segment is considered one of the most important sectors to the society, which is found to be competitive and in constant growing. Thus, understanding the relationship formation process among companies (educational companies) and clientes (students) become valuable to the success of this kind of organization, and this is the objective of this paper. More specifically, the reasons that make the relations between trust, perceived quality, and loyalty being developed and becoming solid were analyzed.
Methodology: Through an exploratory study of a quality nature, individual interviews were performed, deeply in the educational sector, involving experts of the área (managers and coordinators), professors, and students.
Findings: The results revealed that, for the relation between perceived quality and loyalty, the main reasons were feeling of being accepted, motivation (stimulus), and credibility. On the relationship between trust and loyalty, it was found as reasons transparency, commitment about the client/student towards the college, and reflex of the learning as the result of the course and the good faith.
Originality: At the end of the paper, the conclusions about the contributions of the study to the development of the relational marketing theory are presented, as well as the manager implications, which contribute with the managers of the colleges so that it could be used in actions that stimulate the interest of the clients/students.
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Perceived Quality, Trust, Loyalty, Virtual Education