Abstract

TORRICO GONZALES, Adrian Esdras  and  ALMEIDA CARDONA, Rodrigo. Analysis of the perception of value of students in prívate universities. Perspectivas [online]. 2024, n.54, pp.11-32.  Epub Nov 30, 2024. ISSN 1994-3733.

Private higher education institutions have shown to have a fairly rapid growth in Bolivia, so there is a lot of competitiveness in the sector, in this way universities must develop efficient strategies to gain a competitive advantage in the market, which is why different authors They discuss the perception of value of students, and the relevance it has in universities, so ignorance of the main factors that influence the perception of value in students of private universities in Cochabamba can have very negative effects. in the private sector, this is why the research analyzed these main factors, thus, the influence between image and perceived quality was corroborated, as main antecedents that greatly influence the perceived value and on the other hand, satisfaction and loyalty as its consequences, to achieve this, a deductive methodology investigation of a causal correlational nature was developed, focused on UPB, UCB, Univalle and EMI, using quota sampling of 373 students. To finally interpret the relationship between the variables.

Keywords : Value perception; perceived value; higher education.

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