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...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Artículo |
| Lenguaje: | inglés |
| Publicado: |
2026
|
| Materias: | |
| Acceso en línea: | Enlace permanente (DOI o Handle) |
| Etiquetas: |
Sin Etiquetas, Sea el primero en etiquetar este registro!
|
| _version_ | 1881700507688370176 |
|---|---|
| author | Eber Paz Vilchez, Sandrita Huamán Moreto, Jose Tarrillo Paredes and Robin Diaz Saavedra |
| author_browse | Eber Paz Vilchez, Sandrita Huamán Moreto, Jose Tarrillo Paredes and Robin Diaz Saavedra |
| author_facet | Eber Paz Vilchez, Sandrita Huamán Moreto, Jose Tarrillo Paredes and Robin Diaz Saavedra |
| author_sort | Eber Paz Vilchez, Sandrita Huamán Moreto, Jose Tarrillo Paredes and Robin Diaz Saavedra |
| collection | Producción científica |
| description | 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. |
| format | Article |
| id | openalex:W7163758992 |
| institution | UPeU |
| language | English |
| publishDate | 2026 |
| publishDateRange | 2026 |
| publishDateSort | 2026 |
| record_format | dspace |
| spelling | openalex:W7163758992POST-COVID-19 UNIVERSITY SERVICE MARKETING MODEL FOR INSTITUTIONAL IMAGE AND USER SATISFACTIONEber Paz Vilchez, Sandrita Huamán Moreto, Jose Tarrillo Paredes and Robin Diaz Saavedraservice marketinginstitutional imageuser satisfactionhigher education institutionsuniversity studentspost-COVID-19 higher educationstudent satisfactionCustomer Service Quality and LoyaltyCorporate Identity and ReputationConsumer Behavior and Marketing InfluenceA 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.Articlehttps://doi.org/10.5281/zenodo.20572319W7163758992enResearch2407-95292026-06-06 |
| spellingShingle | service marketing institutional image user satisfaction higher education institutions university students post-COVID-19 higher education student satisfaction Customer Service Quality and Loyalty Corporate Identity and Reputation Consumer Behavior and Marketing Influence Eber Paz Vilchez, Sandrita Huamán Moreto, Jose Tarrillo Paredes and Robin Diaz Saavedra POST-COVID-19 UNIVERSITY SERVICE MARKETING MODEL FOR INSTITUTIONAL IMAGE AND USER SATISFACTION |
| title | POST-COVID-19 UNIVERSITY SERVICE MARKETING MODEL FOR INSTITUTIONAL IMAGE AND USER SATISFACTION |
| title_full | POST-COVID-19 UNIVERSITY SERVICE MARKETING MODEL FOR INSTITUTIONAL IMAGE AND USER SATISFACTION |
| title_fullStr | POST-COVID-19 UNIVERSITY SERVICE MARKETING MODEL FOR INSTITUTIONAL IMAGE AND USER SATISFACTION |
| title_full_unstemmed | POST-COVID-19 UNIVERSITY SERVICE MARKETING MODEL FOR INSTITUTIONAL IMAGE AND USER SATISFACTION |
| title_short | POST-COVID-19 UNIVERSITY SERVICE MARKETING MODEL FOR INSTITUTIONAL IMAGE AND USER SATISFACTION |
| title_sort | post covid 19 university service marketing model for institutional image and user satisfaction |
| topic | service marketing institutional image user satisfaction higher education institutions university students post-COVID-19 higher education student satisfaction Customer Service Quality and Loyalty Corporate Identity and Reputation Consumer Behavior and Marketing Influence |
| topic_facet | service marketing institutional image user satisfaction higher education institutions university students post-COVID-19 higher education student satisfaction Customer Service Quality and Loyalty Corporate Identity and Reputation Consumer Behavior and Marketing Influence |
| url | https://doi.org/10.5281/zenodo.20572319 |
| work_keys_str_mv | AT eberpazvilchezsandritahuamanmoretojosetarrilloparedesandrobindiazsaavedra postcovid19universityservicemarketingmodelforinstitutionalimageandusersatisfaction |