Resumo

RIOS PORTALES, Denisse  e  ALMEIDA CARDONA, Rodrigo. The influence of trust and value on Brand loyalty in students of private institutions of higher education. Perspectivas [online]. 2022, n.49, pp.9-34.  Epub 01-Maio-2022. ISSN 1994-3733.

Loyalty is a key factor for the performance of any company, it refers to the customer’s commitment to the brand of the product or service, as a result of the perceived value and trust, pursuing a longterm relationship. This study is focused on the perception of the value, trust and loyalty of private university students, which plans to answer the problem: How does trust and value of students influence brand loyalty in institutions? private higher education? In this sense, the main objective is to measure the influence of constructs on brand loyalty and also how they relate to each other. A proposed and adapted model is used, conducting 213 student surveys, distributed in a stratified manner in 15 private universities in the city of Cochabamba. The results allowed us to answer the hypotheses raised for the analysis, for which techniques such as descriptive statistics and exploratory factor analysis were applied, which was carried out using the structural equation model. The results suggest that trust in management policies and practices, in teachers and administrative employees, positively impacts the value perceived by students, and value significantly affects their loyalty to their institution.

JEL CLASSIFICATION: M31, C30.

Palavras-chave : Loyalty; trust; value; higher education; college; students; relational marketing; structural equation model.

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