Students' trust, value and loyalty: evidence from higher education in Brazil

Sampaio, Claudio Hoffmann; Perin, Marcelo Gattermann; Simoes, Claudia and Kleinowski, Hamilton (2012). Students' trust, value and loyalty: evidence from higher education in Brazil. Journal of Marketing for Higher Education, 22(1) pp. 83–100.

DOI: https://doi.org/10.1080/08841241.2012.705796

Abstract

This paper focuses on students' perception of value, trust and loyalty and how these constructs connect in the context of higher education in Brazil. For this endeavor we conducted a survey among undergraduate business students in Brazil. The findings suggest that trust in faculty and trust in staff positively affects students' trust in management policies and practices; trust in management policies and practices and trust in faculty positively impacts on perceived value; and, perceived value strongly affects student loyalty.

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