Validación de la escala de comportamiento ciudadano de consumidores de servicios educativos

• Francisca Cecilia Encinas Orozco ^[1] ; Judith Cavazos Arroyo ^[2]
  1. [1] Universidad de Sonora

     Universidad de Sonora

     México

     
  2. [2] Universidad Popular Autónoma del Estado de Puebla

     Universidad Popular Autónoma del Estado de Puebla

     México

     
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 61, Nº. 4, 2016, págs. 649-665
• Idioma: español
• DOI: 10.1016/j.cya.2016.03.001
• Títulos paralelos:
  • Validation of the citizen consumer behavior scale in educational services
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 2 Citas
• Resumen
  • español

    Considerar a los estudiantes como consumidores de servicios educativos e investigar sus diversos com-portamientos es una práctica que ha ido en aumento, al igual que la aplicación del marketing en la estrategia de diversas instituciones educativas. Este artículo tuvo como objetivo validar una escala de comportamiento ciudadano de consumidores en el ámbito de educación superior privada en México. La aplicación de una investigación de tipo explicativo a través de un análisis factorial confirmatorio mostró que dicha escala puede ser utilizada en el ámbito del marketing educativo y de habla hispana.

  • English

    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.

• Referencias bibliográficas
  • Allan N.P. (2010). A Confirmatory Factor Analysis of Effortful Control: Comparing a Two Factor Model Consisting of Hot and Cool Latent Variables...
  • Anderson, E. W., Fornell, C. y Mazvancheryl, S. K. (2004). Customer satisfaction and shareholder value. Journal of Marketing., 68, 172–185.
  • Bailey, J. J., Gremler, D. D. y McCollough, M. A. (2001). Service encounter emotional value: The dyadic influence of customer and employee...
  • Bejou, D. y Bejou, A. (2012). Shared governance and punctuated equilibrium in higher education: The case for student recruitment, retention,...
  • Bentler, P. M. (1992). EQS Structural Equation Program Manual. Los Angeles: BMDP.
  • Bettencourt,L.A.(1997).Customer voluntary performance:Customers as partnersin service delivery. Journal ofRetailing, 73, 383–406.
  • Bettencourt, L. A. y Brown, S. W. (1997). Contact employees: Relationships among workplace fairness, job satisfaction and prosocial service...
  • Bhattacherjee, A. y Premkumar, G. (2004). Understanding changesin belief and attitudestowardsinformation technology usage: A theoretical model...
  • Bitner, M. J. y Hubert, A. R. (1997). Encounter satisfaction versus overall satisfaction versus quality. En R. T. Rust y R. L. Oliver (Eds.),...
  • Bosompra, K. (2001). Determinants of condom use intentions of university students in Ghana: An application of the theory of reasoned action....
  • Bove, L., Robertson, N. y Pervan, S. (2003). Customer citizenship behaviours: Towards the development of a typology. En R. Kennedy (Ed.),...
  • Bove, L. L., Pervan, S. J., Beatty, S. E. y Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors....
  • Browne, M. W. y Cudeck, R. (1993). Alternative ways of assessing model fit. En K. Bollen y J. Long (Eds.), Testing Structural Equation Models...
  • Byrne, B. M. (2001). Structural equation modeling with AMOS, EQS, and LISREL: Comparative approaches to testing for the factorial validity...
  • Cheah, W. L., wan Abdul, Manan, W. M. y Zabidi-Hussin, Z. A. M. H. (2010). A structural equation model of the determinants of malnutrition...
  • Choi, S. y Kim, S. (2013). Effects of a reward program on inducing desirable customer behaviors: The role of purchase purpose, reward type...
  • Crowley, S. L. y Fan, X. (1997). Structural equation modeling: Basic concepts and applications in personality assessment research. Journal...
  • Duque, L.(2003).La satisfacción del usuario del servicio ‘formación educativa universitaria’. XIIJornadas de la Asociación de Economía de...
  • Fassott, G. (2006). Operationalisierung latenter Variablen in Strukturgleichungsmodellen: Eine Standortbestimmung. Schmalenbachs Zeitschrift...
  • Fornell, C. y Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing...
  • Garson, G. D. (2012). Testing Statistical Assumptions. Asheboro, USA: Statistical Associates Publishing, Blue Book Series.
  • Goodman, J. (1992). Elementary Schooling for Critical Democracy. USA: Suny Press.
  • Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31, 7–27.
  • Hair, J. F., Anderson, R. E., Tatham, R. L. y Black, W. C. (2009). Multivariate Data Analysis. London: Prentice Hall International.
  • Hair, J. F., Bush, R. P. y Ortinau, D. J. (2010). Investigación de mercados. México: McGraw-Hill.
  • Hemsley-Brown, J. y Oplatka, I. (2006). Universities in a competitive global marketplace. A systematic review of the literature on higher...
  • Hong, C. (2005). Organization justice, Trust and Customer Citizenship Behaviors. Tai wan: National Sun Yat-sen University.
  • Jarvis, C. B., MacKenzie, S. B. y Podsakoff, P. M. (2003). Critical review of construct indicators and measurement model misspecification...
  • Johnson, B. y Stevens, J. J. (2001). Confirmatory factor analysis of the school level environment questionnaire (SLEQ). International Journal...
  • Keh,H. yTeo,C.(2001).Retail customers as partial employeesin service provision:Aconceptualframework.International Journal of Retail &...
  • Landázuri A., León V. (2012). Marketing relacional, visión centrada en el cliente. Caso de estudio: colegios particulares [tesis de Maestría],...
  • Lengnick-Hall, C. A., Claycomb, V. y Inks, L. W. (2000). From recipient to contributor: Examining customer roles and experienced outcomes....
  • Liu, W. (2007). Mediator effect of customer agreement on consciousnessjustice and customer reaction based on shopping online. Donghai University.
  • Maringe, F. y Mourad, M. (2012). Marketing for Higher Education in Developing Countries: Emphases and omissions. Journal of Marketing for...
  • Moogan, Y. J. (2011). Can a higher education institution’s marketing strategy improve the student-institution match? International Journal...
  • Musil, C., Jones, S. y Warner, C. (1998). Structural equation modeling and its relationship to multiple regression and factor analysis. Research...
  • Nuno, G. (2003). Marketing en los Servicios de Educación: Modelos de Percepción de Calidad [tesis doctoral]. Universidad Complutense de Madrid.
  • Palmatier, R. W., Houston, M. B., Dant, R. P. y Grewal, D. (2013). Relationship velocity: Toward a theory of relationship dynamics. Journal...
  • Randall, G. K., Martin, P., Johnson, M. A. y Poon, L. W. (2012). Successful aging: A psychosocial resources model for very old adults. Journal...
  • Rojas Soriano, R. (2005). Guía para realizar investigaciones sociales. México: Plaza y Valdés.
  • Rojas-Méndez, J., Vasquez-Parraga, A., Kara, A. y Cerda-Urrutia, A. (2009). Determinants of student loyalty in higher education: A tested...
  • Rosenbaum, M. S. y Massiah,C. A.(2007). When customersreceive supportfrom other customers: Exploring the influence of intercustomer social...
  • Saren, M., Maclaran, P., Goulding, C., Elliot, R., Shankar, A. y Catterall, M. (2007). Introduction: Defining the field of critical marketing....
  • Seidel G., Back A. (2009). Success factor validation for global Erp. 17th. European Conference on Information Systems. Manuscript ID: ECIS2009-0098.R1....
  • Sridharan B., Deng H., Kirk H., Corbitt B.J. (2010). Structural Equation Modeling for Evaluating the user perceptions of E-learning effectiveness...
  • Wilhem, R. (2014). Forjando a los ciudadanos mexicanos. Una perspectiva desde afuera. Perfiles Educativos, 36(43), 39–45.
  • Wixom, B. H. y Todd, P. A. (2005). A theoretical integration of user satisfaction and technology acceptance. Information Systems Research,...
  • Yang, S. y Qinhai, M. (2011). Review of Customer Citizenship Behaviors Scales in Service Perspective. Innovative Computing and Information....
  • Yi, Y., Nataraajan, R. y Gong, T. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction,...
  • Yi, Y. y Gong, T. (2006). The antecedents and consequences of service customer citizenship and badness behavior. Seoul Journal of Business,...
  • Yi, Y. y Gong, T. (2008). The effects of customer justice perception and affect on customer citizenship behaviour and customer dysfunctional...
  • Zhang Y., Ma Q., Sun Q., Fan G. (2011, August). Investigating Mediators between Customer Orientation and Customer Citizenship Behaviors: A...