Service quality as an imperative to achieve loyalty: the case of a private educational institution in Lima, Peru 2022
DOI:
https://doi.org/10.15381/gtm.v27i53.27499Keywords:
service quality, loyalty, university education, excellence, continuous improvementAbstract
Quality is an imperative in services, especially in the education sector, since it trains the professionals of the future who will contribute to the development and growth of society. In fact, the university reform is aimed at achieving excellence in university education through continuous improvement, starting with the implementation of basic quality conditions controlled by the Superintendencia Nacional de Educación Superior Universitaria (SUNEDU). Thus, today there are universities that have demonstrated these conditions, but there is still much to be done. Therefore, this research aims to determine how service quality is related to customer loyalty of a private university in Lima, Peru, 2022. To this end, an applied non-experimental quantitative approach, with a cross-sectional descriptive correlational design was carried out. The study sample consisted of 392 undergraduate students belonging to a private university educational institution. The results of the research revealed a significant relationship between service quality and customer loyalty. Consequently, it is found that the higher the quality of service provided by the educational institution, the higher the loyalty of the students. This phenomenon implies that students could not only recommend the institution to potential clients, but also choose to continue their graduate studies at the same institution.
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Copyright (c) 2024 Graciela Nancy Callupe Rivera
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