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Students' trust, value and loyalty: evidence from higher education in Brazil

Author

Listed:
  • Claudio Hoffmann Sampaio
  • Marcelo Gattermann Perin
  • Cláudia Simões
  • Hamilton Kleinowski

Abstract

This paper focuses on students' perception of value, trust and loyalty and how these constructs connect in the context of higher education in Brazil. For this endeavor we conducted a survey among undergraduate business students in Brazil. The findings suggest that trust in faculty and trust in staff positively affects students' trust in management policies and practices; trust in management policies and practices and trust in faculty positively impacts on perceived value; and, perceived value strongly affects student loyalty.

Suggested Citation

  • Claudio Hoffmann Sampaio & Marcelo Gattermann Perin & Cláudia Simões & Hamilton Kleinowski, 2012. "Students' trust, value and loyalty: evidence from higher education in Brazil," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(1), pages 83-100, June.
    • Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:83-100
    DOI: 10.1080/08841241.2012.705796
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    Cited by:

    1. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    2. Bijedić, Teita & Maaß, Frank & Schröder, Christian & Werner, Arndt, 2016. "Individual and structural influences on the entrepreneurial activities of academics," Working Papers 08/16, Institut für Mittelstandsforschung (IfM) Bonn.
    3. Nihat Kamil Anil & Gulnur Eti Icli, 2013. "MBA sudents' satisfaction and loyality: state vs. private universities in Turkey," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 25(2), pages 177-198.
    4. Maritza Katherine Galindo-Illanes & Juan Alejandro Gallegos-Mardones & Arturo Z. Vasquez-Parraga, 2021. "Explaining Loyalty in Higher Education: A Model and Comparative Analysis from the Policy of Gratuity, a Case Applied to Chile," Sustainability, MDPI, vol. 13(19), pages 1-15, September.
    5. Ravi K. Jillapalli & Regina Jillapalli, 2014. "Do professors have customer-based brand equity?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 22-40, June.
    6. Mohsen Ghobehei & Faraz Sadeghvaziri & Elham Ebrahimi & Khashayar Afshar Bakeshloo, 2019. "The effects of perceived brand orientation and perceived service quality in the higher education sector," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 9(3), pages 347-365, September.

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