Commitment and it's effects on customer satisfaction on advocacy intentions and repurchase intention in education services

Authors

  • Vinicius Zanchet de Lima University of Caxias do Sul
  • Gabriel Sperandio Milan University of Caxias do Sul
  • Ana Paula Graciola University of Caxias do Sul
  • Deonir De Toni University of Caxias do Sul

DOI:

https://doi.org/10.5007/1983-4535.2018v11n3p235

Abstract

In service education firms, student commitment with the brand of the university is a differentiator from the competitors. This paper aimed to verify the impact of affective, calculative and normative commitment on customer satisfaction, advocacy intentions and intention repurchase of educational services in the same higher education institution (HEI), evaluating the moderation of gender in the relationship between consequent commitment. The results obtained through the application of a descriptive quantitative survey of 280 undergraduate students of a higher education institution, showed that among the three components of commitment, affection is the one that most impact on customer satisfaction and intention of the student advocacy intentions. Moreover, it was observed that the failure to confirm the hypothesis of calculative commitment, regarding the customer satisfaction and advocacy intention, highlight the dissatisfaction and no advocacy intentions, when customers feel hostage to it, fact that causes the refusal to repurchase the service again. The moderating effect of gender in the relationships considered proved not to be significant.

Author Biographies

Vinicius Zanchet de Lima, University of Caxias do Sul

Doctoral Student in business administration at the University of Caxias do Sul, scholar PROSUP/CAPES. Master in business administration from the University of Caxias do Sul (2015). Bachelor's degree in business administration with specific training in Marketing line (2013). College of technology in management processes (2014). Bachelor's degree in accounting, in progress (beginning 2016). Interest in researchin the areas of relationship marketing and consumer behavior. Member of the GPEM-Group strategy and Market Research (registered by the CNPq).

Gabriel Sperandio Milan, University of Caxias do Sul

Post Doctor in business administration in Marketing from UFRGS- University Federal do Rio Grande do Sul (2016). Ph.d. in industrial engineering in the area of quality systems by UFRGS (2006). Master in production engineering in the area of quality and Service Management from UFRGS (2000). Bachelor's degree in business administration from the UCS (1994). Teacher and researcher at UCS and the CESF-Centro de Higher Education Cenecista de Farroupilha. Research interest in the areas of Marketing, relationship Marketing, customer satisfaction, retention and loyalty of clients and services (strategy and operations) and consumer behavior

Ana Paula Graciola, University of Caxias do Sul

Doctoral student in business administration at the University of Caxias do Sul(UCS). Focusing on Marketing, image and consumer behavior. Master's in business administration (2015), with full scholarship FAPERGS. Graduated in architecture and urbanism at the University of Caxias do Sul (UCS) (2012). Member of the GPEM-Group strategy and Market Research (registered by the CNPq). Participated in the development of projects in the architectural firm Procter-Rihl, London, England (2010). Interest in research in the areas of product image and price, Pricing Strategy and organizational performance and consumer behavior.

Deonir De Toni, University of Caxias do Sul

PhD in business administration from the University of São Paulo, doctorate in business administration from University Federal do Rio Grande do Sul, a master's degree in business administration from University Federal do Rio Grande do Sul. He holds a Bachelor's degree in Bachelor and Licentiate in philosophy from the University of Caxias do Sul, a degree in Bachelor of business administration from the University of Caxias do Sul. Adjunct II of the University of Caxias do Sul serves as Professor at undergraduate and post graduate Lato and Stricto Sensu. Acts on the following subjects: product image and price, Pricing Strategy and organizational performance.

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Published

2018-09-04

Issue

v.11, n.3, setembro de 2018

Section

Artigos

License

O autor transfere todos os direitos autorais do artigo para a Revista Gestão Universitária na América Latina - GUAL, sendo vedada qualquer reprodução, total ou parcial, em qualquer meio de divulgação, impresso ou eletrônico, sem que a prévia e necessária autorização seja solicitada e, se obtida, fará constar o competente registro e agradecimento à Revista.

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