Relations in Virtual Education: A study on the antecedents of loyalty

Authors

  • Marcelo Curth Feevale University
  • Cláudio Hoffmann Sampaio PUC-RS University
  • Rafael Spolavori QI University

DOI:

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

Keywords:

perceived quality, trust, commitment, loyalty, virtual education.

Abstract

The aim of this paper is to understand the process of forming relationships between educational institutions and students. The virtual education market is considered to be of great importance in our society, which is in constant development and highly competitive. Thus, the reasons for the relations between the perceived quality, trust, commitment, and loyalty were analyzed. Specifically, the factors to be taken into account are trust, perceived quality, commitment, and loyalty. In this exploratory study, in-deep educational interviews were done with experts (managers/coordinators), teachers, and students. The results show that the relevant reasons for the relationship between perceived quality and loyalty were: feelings of being well received, motivation, and credibility. The following reasons were found for trust and loyalty: transparency, commitment of the client/student with the institution, reflection on learning as a result of the course, and good faith. In relation to commitment and loyalty, cognitive commitment (calculative) was highlighted as the principal reason: the changes provided by the course.

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Author Biographies

Marcelo Curth, Feevale University

Possui doutorado em administração pela Universidade do Vale do Rio dos Sinos – UNISINOS, mestrado pela Universidade Católica do Rio Grande do Sul – PUC-RS, Pós-Graduado em Administração e Marketing pela Universidade Gama Filho e Pós-Graduado em Educação pela Faculdade SENAC-RS, graduação em Educação Física pela Universidade Luterana do Brasil - ULBRA e graduando em Administração pela UNISINOS. Atualmente é docente em nível de graduação e pós-graduação nas áreas de marketing e educação física. Os temas de interesse de pesquisa são comportamento do consumidor e marketing de relacionamento. Sócio proprietário da Plation – Estratégias Comerciais, realizando consultorias de marketing em micro e pequenas empresas.

Cláudio Hoffmann Sampaio, PUC-RS University

Doutor em Administração pela Universidade Federal do Rio Grande do Sul (2000). Pós-doutor em Marketing pela University of Georgia (EUA). Bolsista de produtividade em pesquisa 1D do CNPq. Possui mestrado em Administração pela UFRGS (1993) e graduação em Administração de Empresas e em Administração Pública pela UFRGS (1985). Coordenador do Programa de Pós-Graduação em Administração (PPGAd) da Escola de Negócios da PUCRS. Coordenador de Pesquisa da Escola de Negócios da PUCRS em 2017. Coordenador da Comissão Científica da Escola de Negócios da PUCRS em 2017. Coordenador do Comitê de Economia e Administração da FAPERGS ? Fundação de Amparo à Pesquisa do Estado do Rio Grande do Sul - de 2011 a 2015. Presidente da comissão de premiação do Prêmio CAPES de Tese da área de Administração, Ciências Contábeis e Turismo em 2014. Líder de divisão do tema Estratégias de Marketing e Marketing Internacional no EnANPAD e no EMA - 2009 a 2010 e de 2013 a atual. Professor titular da Pontifícia Universidade Católica do Rio Grande do Sul, atuando nos cursos de Mestrado e de Doutorado em Administração do Programa de Pós-Graduação em Administração (PPGAd). Entre os temas mais abordados nas principais publicações nacionais e internacionais estão: orientações estratégicas, performance empresarial, inovação, comportamento do consumidor. Autor de diversos artigos e livros nas áreas de marketing e de estratégia, consultor ad hoc de agências de fomento (CAPES, CNPq, FAPERGS), revisor dos principais congressos e revistas de administração.

Rafael Spolavori, QI University

Possui graduação em Administração de Empresas- ênfase Empreendedorismo- PUCRS (2006), Pós-Graduado em Mercado de Capitais e Finanças Corporativas - UFRGS (2009) e Mestrado em Economia- UNISINOS (2016). Professor com atuações em Núcleos Docentes Estruturantes (NDE), Comissões Próprias de Avaliação (CPA), coordenações de cursos de graduação e pós-graduação. Atualmente, dedica-se as áreas de pesquisa de finanças corporativas e organização industrial, consultorias empresariais nas áreas de processos e finanças. Sócio gerente da empresa Capacita Qualificação e Treinamento e professor adjunto dos cursos do eixo de gestão e negócios das Faculdades QI.

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Published

2019-01-02

How to Cite

Curth, M., Sampaio, C. H., & Spolavori, R. (2019). Relations in Virtual Education: A study on the antecedents of loyalty. RIED. Revista Iberoamericana De Educación a Distancia, 22(1), 289–307. https://doi.org/10.5944/ried.22.1.22219

Issue

Vol. 22 No. 1 (2019): Special Issue. Debates regarding Technology and Education: contemporary pathways and pending conversations

Section

Research and Case Studies

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Copyright (c) 2018 RIED. Revista Iberoamericana de Educación a Distancia

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