AVALIAÇÃO DA SATISFAÇÃO E LEALDADE DISCENTE: Validação de Ferramenta em Universidades Brasileiras Usando o Modelo European Customer Satisfaction Index (ECSI)

Abstract

The objective of this work is to propose and validate a model of student satisfaction of private educational institutions in south part of Brazil, considering the following constructs: Image, Perceived Quality, Perceived Value, Expectations, Loyalty and Disclosure Word-of-mouth. For the study, we estimated the model through structural equation modeling. The validated model is based on the European Customer Satisfaction Index (ECSI), and the results show that the image of the educational institution influences positively and in a more relevant way the perception of students regarding their satisfaction, loyalty and an indication of the university new students