Del mercadeo transaccional al mercadeo relacional para construir comunidad en los docentes universitarios

• Gómez-Bayona, Ledy ^[1] ; Zuluaga-Girón, Laura ^[2] ; Palacio López, Sandra Milena ^[3] ; Arrubla-Zapata, Juan Pablo ^[3] ; Moreno-López, Gustavo ^[4]
  1. [1] St. Bonaventure University

     St. Bonaventure University

     Town of Allegany, Estados Unidos

     
  2. [2] Institución Universitaria Salazar y Herrera

     Institución Universitaria Salazar y Herrera

     Colombia

     
  3. [3] Universidad de Medellín

     Universidad de Medellín

     Colombia

     
  4. [4] Institución Universitaria Marco Fidel Suárez de Bello

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• Localización: Administración & Desarrollo, ISSN-e 0120-3754, Vol. 52, Nº. 2, 2022, págs. 64-78
• Idioma: español
• DOI: 10.22431/25005227.vol52n2.4
• Títulos paralelos:
  • From transactional marketing to marketing relational to build community in university teachers
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    El mercadeo transaccional se ha venido transformando en mercadeo relacional en los modelos de gestión de las universidades, el objetivo principal de esta investigación es establecer la relación entre las principales variables del mercadeo relacional: confianza, satisfacción y lealtad para construir comunidad en los docentes universitarios. La metodología utilizada es cuantitativa, con una muestra de 287 docentes pertenecientes a universidades acreditadas institucionalmente en la ciudad de Medellín, Colombia. Como resultado se obtiene que se deben construir estrategias para consolidar la confianza, ya que esta es la base de todo relacionamiento. El nivel de satisfacción es adecuado, sin embargo, no necesariamente conduce a la lealtad de los docentes en las instituciones. Se valora positivamente el relacionamiento para fortalecer y consolidar propuestas de valor. Los docentes consideran que se cuenta con buen ambiente para la proyección personal y profesional, ya que influye significativa en la confianza y en la satisfacción.

  • English

    Transactional marketing has been transformed into relational marketing in university management models, the main objective of this research is to establish the relationship between the main variables of relational marketing: trust, satisfaction, and loyalty to build community in university teachers. The methodology used is quantitative, with a sample of 287 teachers belonging to institutionally accredited Universities in the city of Medellín, Colombia. As a result, it is obtained that strategies must be built to consolidate trust, since this is the basis of all relationships. The level of satisfaction is adequate; however, it does not necessarily lead to the loyalty of teachers in the institutions. The relationship to strengthen and consolidate value propositions is valued positively. Teachers consider that there is a good environment for personal and professional projection, since it has a significant influence on confidence and satisfaction.

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