Resumo

GOMEZ SANCHEZ, David; LOPEZ GAMA, Héctor  e  GRIMALDO REYES, Sanjuana Edith. Loyalty of consumers of educational services of an Academic Unit of the Universidad Autonoma de San Luis Potosi. RIDE. Rev. Iberoam. Investig. Desarro. Educ [online]. 2023, vol.14, n.27, e555.  Epub 12-Abr-2024. ISSN 2007-7467.  https://doi.org/10.23913/ride.v14i27.1667.

The objective of this research is to establish the type of loyalty that consumers have of the educational services offered by an Academic Unit of the Universidad Autonoma de San Luis Potosi, in addition to determining if there is a correlation with the sociodemographic variables and their satisfaction. Based on that, implement strategies that help improve the service so that students are satisfied and thereby create loyalty to the institution. The study is quantitative with a descriptive and correlational scope, with a cross-sectional design. The sample consisted of 224 participants belonging to seven educational programs. The survey was implemented as a technique and the instrument for data collection is made up of fifteen items, eight to evaluate satisfaction, seven to evaluate performance and three to determine loyalty, in addition to sociodemographic variables and the AMAI scale to evaluate the socioeconomic level with six questions. In conclusion, consumers show four states of loyalty, latent, true, spurious and no loyalty, according to the multivariate analysis of clusters to determine segments, in general they feel satisfied and that this is associated with loyalty. Likewise, loyalty showed a positive correlation with students who work in addition to studying and with the desire of parents to study, however, the rest of the sociodemographic characteristics are not related to the loyalty of the consumer of educational services.

Palavras-chave : Loyalty; Satisfaction; Consumers.