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Perin, Marcelo Gattermann; Sampaio, Claudio Hoffmann; Simoes, Claudia; de Polvora, Rosiane Polvora – Journal of Marketing for Higher Education, 2012
The purpose of this investigation is to understand the antecedents of student loyalty in the Brazilian context. In particular we address the impact of student trust, commitment and quality perception on loyalty. A quantitative study was conducted among business management student majors from two private Brazilian Higher Education Institutions…
Descriptors: Majors (Students), Higher Education, Trust (Psychology), Student Attitudes
Peer reviewed Peer reviewed
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Sampaio, Claudio Hoffmann; Perin, Marcelo Gattermann; Simoes, Claudia; Kleinowski, Hamilton – Journal of Marketing for Higher Education, 2012
This paper focuses on students' perception of value, trust and loyalty and how these constructs connect in the context of higher education in Brazil. For this endeavor we conducted a survey among undergraduate business students in Brazil. The findings suggest that trust in faculty and trust in staff positively affects students' trust in management…
Descriptors: Cultural Context, Higher Education, Trust (Psychology), Student Attitudes