Resumo

CANIZARES CEDENO, Edgar Leonardo. Customer participation and behavioral loyalty through attitudinal loyalty: a pro-posed model in university setting. Universidad y Sociedad [online]. 2021, vol.13, n.5, pp. 193-199.  Epub 02-Out-2021. ISSN 2218-3620.

The purpose of this research is to investigate the mediating role that attitudinal loyalty plays between participatory behavior and behavioral loyalty within a higher education context. By means of a non-experimental design with surveys using a sample of 237 university students, the impact of participatory behavior and behavioral loyalty with the mediation of attitudinal loyalty was tested through the implementation of a structural equation model along with a maximum likelihood estimator. The results show a direct and significant relationship between participatory behavior and behavioral loyalty with the total mediation of attitudinal loyalty since the direct relationship between participatory behavior and behavioral loyalty was not significant. The results bring practical implications for planners and decision makers at the moment of designing their strategies in general and particularly to build their brand. The study was limited to the context of higher education, and it is recommended to apply it to other contexts to gain better understanding of the variables and assist in the generalization of results.

Palavras-chave : Customer participation behavior; attitudinal loyalty; behavioral loyalty.

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