<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202021000500193</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Customer participation and behavioral loyalty through attitudinal loyalty: a pro-posed model in university setting]]></article-title>
<article-title xml:lang="es"><![CDATA[Participación del cliente y lealtad conductual a través de la lealtad actitudinal: un modelo propuesto en el entorno universitario]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cañizares Cedeño]]></surname>
<given-names><![CDATA[Edgar Leonardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Estatal Península de Santa Elena  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>10</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>10</month>
<year>2021</year>
</pub-date>
<volume>13</volume>
<numero>5</numero>
<fpage>193</fpage>
<lpage>199</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202021000500193&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202021000500193&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202021000500193&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El propósito de esta investigación es investigar el papel mediador que juega la lealtad actitudinal entre la conducta participativa y la lealtad conductual dentro de un contexto de educación superior. Mediante un diseño no experimental con encuestas utilizando una muestra de 237 estudiantes universitarios, se probó el impacto de la conducta participativa y la lealtad conductual con la mediación de la lealtad actitudinal mediante la implementación de un modelo de ecuaciones estructurales junto con un estimador de máxima verosimilitud. Los resultados muestran una relación directa y significativa entre el comportamiento participativo y la lealtad conductual con la mediación total de la lealtad actitudinal ya que la relación directa entre el comportamiento participativo y la lealtad conductual no fue significativa. Los resultados traen implicaciones prácticas para los planificadores y tomadores de decisiones a la hora de diseñar sus estrategias en general y en particular para construir su marca. El estudio se limitó al contexto de la educación superior, y se recomienda aplicarlo a otros contextos para comprender mejor las variables y ayudar a la generalización de resultados.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Customer participation behavior]]></kwd>
<kwd lng="en"><![CDATA[attitudinal loyalty]]></kwd>
<kwd lng="en"><![CDATA[behavioral loyalty]]></kwd>
<kwd lng="es"><![CDATA[Comportamiento de participación del cliente]]></kwd>
<kwd lng="es"><![CDATA[lealtad actitudinal]]></kwd>
<kwd lng="es"><![CDATA[lealtad conductual]]></kwd>
</kwd-group>
</article-meta>
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