Consider students as consumers of educational services and investigate their different behaviors is a practice that has been increasing as the implementation of the educational marketing strategy in various educational institutions. This paper aims to validate a scale of consumer citizenship behavior in the field of private higher education in Mexico. The application of an explanatory research type through a confirmatory factor analysis showed that the scale can be used in the field of educational marketing and Spanish speaking.
Encinas Orozco, F. C., & Cavazos Arroyo, J. (2016). Validación de la escala de comportamiento ciudadano de consumidores de servicios educativos. Contaduria y Administracion, 61(4), 649–665. https://doi.org/10.1016/j.cya.2016.03.001