POST-COVID-19 UNIVERSITY SERVICE MARKETING MODEL FOR INSTITUTIONAL IMAGE AND USER SATISFACTION
A study was carried out in a post-pandemic higher education institution, whose objective was to determine the service marketing model supported by structural equations as a predictor of user satisfaction and institutional image. A quantitative approach methodology was used, of a correlational descri...
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| Formato: | Artículo |
| Lenguaje: | inglés |
| Publicado: |
2026
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| Materias: | |
| Acceso en línea: | Enlace permanente (DOI o Handle) |
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| Sumario: | A study was carried out in a post-pandemic higher education institution, whose objective was to determine the service marketing model supported by structural equations as a predictor of user satisfaction and institutional image. A quantitative approach methodology was used, of a correlational descriptive type, cross-sectional design, non-experimental, using the statistical technique for data processing using the structural equation model (SEM); the population was made up of 9779 students, of which a sample of 1230 students was considered, a model could be developed that explains the standardized effect of Service Marketing with a positive impact on the institutional image (β=0.83), and the effect of Service Marketing on User Satisfaction is positive (β=0.77). The relationship between Institutional Image and User Satisfaction is 0.63. All results are highly significant. It is concluded that the service marketing variable significantly influences institutional image and user satisfaction. An important model characterizes this result because it guarantees that, when applying service marketing, the institution ensures a good institutional image and a satisfied user. |
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