Recompras de programas académicos en educación superior, los factores decisivos desde el marketing. Caso aplicado a una Institución bogotana

Abstract

Se buscaron las variables que explican la satisfacción y lealtad en Educación superior. Se analizaron las expectativas de los estudiantes próximos a graduarse, al escoger Universidad, y se compararon con las de los estudiantes de posgrado que hicieron recompras hallando diferencias en términos de percepción de desempeño. Mediante análisis de correspondencias múltiples se verificó la información anterior y se creó un perfil de los recompradores. Se encontró que las bajas expectativas pueden causar recompras, además que existen lazos sociales y financieros que generan estas recompras.

Abstract. The aim of this research was to determine the variables that explain the satisfaction and loyalty in higher education. First, we analyzed the expectations of Bachelor students from the last semester at the moment of choosing a university for their postgraduate studies. These findings were then compared to the expectations of those Postgraduate students that repurchased programs at the same university. That way, differences between the two groups in their perception of the university’s performance were found. Through a multiple correspondence analysis we verified the findings and created a repurchase profile. As a result, this research found that the factor that explains the repurchases was mainly the low expectations. Apart from that, there are social and financial links that motivate these purchases.