El mercadeo relacional como apoyo en los modelos organizacionales para construir reputación corporativa en las universidades

Translated title of the contribution: Relationship marketing as support in organizational models to improve reputation in universities

Ledy Gómez-Bayona, Gustavo Moreno-López, Jaime Alberto Orozco-Toro, Juan Pablo Arrubla-Zapata, Jorge Urbe Piedrahita

    Research output: Contribution to journalArticlepeer-review

    Abstract

    Relational marketing is important for the management of university administrative models, as it promotes long-lasting and mutually beneficial relationships among the academic community. The objective of this article is to identify how the relationship of trust, satisfaction and loyalty of the professor contributes to the management of organizational models in universities to improve corporate reputation. The quantitative methodology was applied, with surveys and under systems of structural equations. There is a relationship between trust, satisfaction and loyalty as strategic axes of relationship marketing to improve corporate reputation. It is concluded that, although universities have defined the importance of designing and implementing marketing plans, it is necessary to do so with a focus on relationships with stakeholders, specifically, professors.

    Translated title of the contributionRelationship marketing as support in organizational models to improve reputation in universities
    Original languageSpanish
    Pages (from-to)227-240
    Number of pages14
    JournalRISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
    Volume2021
    Issue numberE45
    StatePublished - 2021

    Bibliographical note

    Publisher Copyright:
    © 2021, Associacao Iberica de Sistemas e Tecnologias de Informacao. All rights reserved.

    Fingerprint

    Dive into the research topics of 'Relationship marketing as support in organizational models to improve reputation in universities'. Together they form a unique fingerprint.

    Cite this