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Validation of the scale of citizen behavior of consumers of education services

Author

Listed:
  • Francisca Cecilia Encinas Orozco

    (Universidad de Sonora, México)

  • Judith Cavazos Arroyo

    (Universidad Popular Autónoma del Estado de Puebla, México)

Abstract

Consider students as consumers of educational services and investigate their different behaviors is a practice that has been increasing as the implementation of the educational marketing strategy in various educational institutions. This paper aims to validate a scale of consumer citizenship behavior in the field of private higher education in Mexico. The application of an explanatory research type through a confirmatory factor analysis showed that the scale can be used in the field of educational marketing and Spanish speaking.

Suggested Citation

  • Francisca Cecilia Encinas Orozco & Judith Cavazos Arroyo, 2016. "Validation of the scale of citizen behavior of consumers of education services," Contaduría y Administración, Accounting and Management, vol. 61(4), pages 649-665, Octubre-D.
    • Handle: RePEc:nax:conyad:v:61:y:2016:i:4:p:649-665
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    File URL: http://www.cya.unam.mx/index.php/cya/article/view/1058
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    More about this item

    Keywords

    Customer citizenship behavior; Educational marketing; Customer participation; Voluntary performance;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • I20 - Health, Education, and Welfare - - Education - - - General

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