ANÁLISIS DE LA LEALTAD DE LOS SERVICIOS EDUCATIVOS EN LA UNIVERSIDAD NACIONAL DE CHIMBORAZO, RIOBAMBA – ECUADOR
Resumen
El trabajo investigativo hace referencia al análisis de los servicios que perciben los estudiantes de la Universidad Nacional de Chimborazo, para conocer las causas y determinar los niveles de lealtad, identificando los factores de riesgo y éxito de la calidad de los servicios educativos. Los niveles de lealtad se miden por las dimensiones cognitiva, conativa, afectiva y acción, de esta manera se logra determinar si los estudiantes están satisfechos con los servicios educativos que oferta la Universidad.PALABRAS CLAVE: Calidad; Lealtad; Educación; Marketing.ANALYSIS OF LOYALTY OF EDUCATIONAL SERVICES AT THE NATIONAL UNIVERSITY OF CHIMBORAZO, RIOBAMBA - ECUADORABSTRACTThe research work refers to the analysis of the services perceived by the students of the National University of Chimborazo, to know the causes and determine the levels of loyalty, identifying risk factors and success of the quality of educational services. The levels of loyalty are measured by the cognitive, conative, affective and action dimensions, in this way it is possible to determine if the students are satisfied with the educational services offered by the University.KEYWORDS: Quality; Loyalty; Education; Marketing.Descargas
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