Factores que influyen en la generación de lealtad del estudiante y su impacto en la generación de marca universitaria
This article was made with the objective of identifying the factors that influence the generation of university student loyalty and its impact on the generation of university brand. A review of the literature on relational marketing, generation of university brand and student loyalty is made, using...
- Autores:
-
Pérez Salgado, Daniela
Martínez Zapata, Amelia
- Tipo de recurso:
- Fecha de publicación:
- 2020
- Institución:
- Universidad de San Buenaventura
- Repositorio:
- Repositorio USB
- Idioma:
- spa
- OAI Identifier:
- oai:bibliotecadigital.usb.edu.co:10819/7968
- Acceso en línea:
- http://hdl.handle.net/10819/7968
- Palabra clave:
- Marca universitaria
Lealtad del estudiante
Mercadeo relacional
University brand
Student loyalty
Relational marketing
Mercadeo
Marcas
- Rights
- License
- Atribución-NoComercial-SinDerivadas 2.5 Colombia
| Summary: | This article was made with the objective of identifying the factors that influence the generation of university student loyalty and its impact on the generation of university brand. A review of the literature on relational marketing, generation of university brand and student loyalty is made, using different databases such as Redalyc, Scielo, Dialnet, in them 30 scientific articles were found that highlight four major influencing factors when generating student loyalty, which positively impact on the generation of a university brand, such as academic, physical, beneficiary and personality factors |
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