Student loyalty in basic education: an analysis in private educational institutions
DOI:
https://doi.org/10.5902/2318133891803Keywords:
Relacionamento Educacional, Satisfação, Experiência e QualidadeAbstract
The growth in enrollments at private basic education institutions in Brazil requires an analysis of the factors influencing student recruitment and retention. This study investigates the impact of satisfaction and perceived quality variables on the loyalty of students and guardians. Using a quantitative approach, documentary data from internal surveys conducted in 2023 and enrollment figures from 2023 and 2024 across seven school units were analyzed. Descriptive statistics and multiple linear regression were applied. Results indicate that satisfaction and perceived quality significantly affect loyalty, with this impact being more pronounced among guardians, leading to higher retention and recommendations.
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