Loyalty in Education as a Business

Abstract

This paper aims to examine the variables that influence on students’ loyalty in education at the university. The causes of students’ intention to stay and intention to recommend are identified. The instrument used is a questionnaire based on previous studies, from which finally 23 questions are obtained and measured. Correlation between variables confirms the influence of quality and social influence on customer satisfaction and loyalty. Quality is perceived by the student as academic quality and administrative quality. Students’ intention to stay and intention to recommend are identified as a behavior of loyalty. The research was done among students at private universities in Lima, Peru. Public universities were not included. Economic factors and costs were not included. To improve loyalty in education, Quality of the product and Quality of the service are relevant. Quality of the service means quality of academic and administrative service. Loyalty in education, as in any other business, is necessary to keep clients, in this case students. Administrative and academic authorities must devote resources to improve customer satisfaction and reputation. Loyalty is understood and measured as intention to stay and intention to recommend. The authors did not find similar studies in Peru.