Relaciones en educación virtual: Un estudio sobre los antecedentes de lealtad

Marcelo Curth, Cláudio Hoffmann Sampaio, Rafael Spolavori

Resumen


El objetivo de este artículo es comprender el proceso de formación de relaciones entre las instituciones educativas y los estudiantes. El mercado de educación a distancia es considerado uno de los sectores de mayor trascendencia para nuestra sociedad, que se encuentra en constante desarrollo y es realmente competitivo. Por lo tanto, las razones de las relaciones con respecto a la confianza, calidad percibida, compromiso y lealtad. Específicamente, se analizaron los motivos que crean las relaciones entre confianza, calidad percibida, compromiso y lealtad. Se realizó un estudio cualitativo y exploratorio, con entrevistas individuales y en profundidad con expertos (gerentes / coordinadores), docentes y estudiantes. Los resultados muestran que, para la relación entre la calidad percibida y la lealtad, las razones relevantes fueron: sensación de ser bien recibidos, motivación y credibilidad. Para la confianza y la lealtad, se encontraron como razones: transparencia, compromiso del cliente / alumno con la institución, reflejo del aprendizaje como resultado del curso y la buena fe. En la relación de compromiso y lealtad, el compromiso cognitivo (calculativo) se destacó como la razón principal: los cambios proporcionados por el curso.


Palabras clave


calidad percibida; confianza; compromiso; lealtad; educación a distancia.

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DOI: https://doi.org/10.5944/ried.22.1.22219

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