<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1994-3733</journal-id>
<journal-title><![CDATA[Revista Perspectivas]]></journal-title>
<abbrev-journal-title><![CDATA[Perspectivas]]></abbrev-journal-title>
<issn>1994-3733</issn>
<publisher>
<publisher-name><![CDATA[Universidad Católica Boliviana San Pablo, Unidad Académica Regional Cochabamba]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1994-37332022000100009</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La influencia de la confianza y valor en la lealtad de marca en estudiantes de instituciones privadas de educación superior]]></article-title>
<article-title xml:lang="en"><![CDATA[The influence of trust and value on Brand loyalty in students of private institutions of higher education]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ríos Portales]]></surname>
<given-names><![CDATA[Denisse]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Almeida Cardona]]></surname>
<given-names><![CDATA[Rodrigo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica Boliviana San Pablo Departamento de Administración, Economía y Finanzas Administración de Empresas]]></institution>
<addr-line><![CDATA[Cochabamba ]]></addr-line>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Católica Boliviana San Pablo Departamento de Administración, Economía y Finanzas Carrera de Ingeniería Comercial]]></institution>
<addr-line><![CDATA[Cochabamba ]]></addr-line>
<country>Bolivia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>05</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>05</month>
<year>2022</year>
</pub-date>
<numero>49</numero>
<fpage>9</fpage>
<lpage>34</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_arttext&amp;pid=S1994-37332022000100009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_abstract&amp;pid=S1994-37332022000100009&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.bo/scielo.php?script=sci_pdf&amp;pid=S1994-37332022000100009&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen La lealtad es un factor clave para el rendimiento de cualquier empresa, ya que hace referencia al compromiso del cliente con la marca del producto o servicio, como resultado del valor percibido y la confianza, persiguiendo una relación a largo plazo. El presente estudio está enfocado en la percepción del valor, la confianza y la lealtad de los estudiantes de Universidades privadas, la cual planea responder la problemática: ¿De qué manera influye la confianza y el valor de los estudiantes en la lealtad de marca en instituciones privadas de educación superior? En este entendido se tiene como objetivo principal medir la influencia de los constructos en la lealtad de marca y también como se relacionan entre sí. Se utilizó un modelo propuesto y adaptado, realizando 213 encuestas a estudiantes, repartidos de forma estratificada en 15 universidades privadas de la ciudad de Cochabamba. Los resultados nos permitieron responder las hipótesis planteadas para el análisis, para lo que se aplicaron técnicas como estadística descriptiva y análisis factorial exploratorio, el cual se realizó mediante el modelo de ecuaciones estructurales. Los resultados sugieren que la confianza en las políticas y prácticas de gestión, en los docentes y en empleados administrativos, impacta de manera positiva en el valor percibido por los estudiantes, y el valor afecta significativamente a la lealtad de estos hacia su institución. CLASIFICACIÓN JEL: M31, C30.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Loyalty is a key factor for the performance of any company, it refers to the customer&#8217;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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Lealtad]]></kwd>
<kwd lng="es"><![CDATA[confianza]]></kwd>
<kwd lng="es"><![CDATA[valor]]></kwd>
<kwd lng="es"><![CDATA[educación superior]]></kwd>
<kwd lng="es"><![CDATA[universidad]]></kwd>
<kwd lng="es"><![CDATA[estudiantes]]></kwd>
<kwd lng="es"><![CDATA[marketing relacional]]></kwd>
<kwd lng="es"><![CDATA[modelo de ecuaciones estructurales.]]></kwd>
<kwd lng="en"><![CDATA[Loyalty]]></kwd>
<kwd lng="en"><![CDATA[trust]]></kwd>
<kwd lng="en"><![CDATA[value]]></kwd>
<kwd lng="en"><![CDATA[higher education]]></kwd>
<kwd lng="en"><![CDATA[college]]></kwd>
<kwd lng="en"><![CDATA[students]]></kwd>
<kwd lng="en"><![CDATA[relational marketing]]></kwd>
<kwd lng="en"><![CDATA[structural equation model]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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