Customer satisfaction and parent loyalty in an educational institution

The objective of the study was to determine the relationship between customer satisfaction and the level of loyalty of the parents of El Buen Pastor Adventist School of Ñaña 2020. A quantitative, descriptive, correlational, cross-sectional approach was used. The study sample consisted of 160 clients, to whom a Likert scale questionnaire was applied for the collection of information. The results show a descriptive tendency of response with an indifferent level in all dimensions of both variables. In addition, Spearman's Rho value for the customer satisfaction and loyalty level variables was 0.894 with a significance level of 0.000 < p=0.05. While for the dimensions of the customer satisfaction variable and the loyalty level variable, the following was obtained: perceived functional quality (0.171; 0.030 < p=0.05), perceived technical quality (0.462; 0.000 < p=0.05), perceived value (0.570; 0.000 < p=0.05), trust (0.783; 0.000 < p=0.05) and expectations (0.593; 0.000 < p=0.05). It is concluded that there is a significant relationship between customer satisfaction and the level of loyalty of the parents of the Good Shepherd Adventist School of Ñaña 2020.