Determinantes del Marketing Boca a Boca en el Contexto Universitario: El Rol de la Satisfacción y la Lealtad de los Estudiantes

Abstract

This article analyzes the characteristics of Word of Mouth marketing (WOM) in the context of higher education institutions in Chile, particularly students' satisfaction and loyalty. Likewise, the model analyzes how the image of the University and the perceived value influence on students' satisfaction. From a sample of 317 students and applying SMARTPLS 3.0, all the proposed relationships were confirmed, being satisfaction, the main characteristics considered in this context of WOM marketing.