COCRIAÇÃO, VALOR DE USO, SATISFAÇÃO E CUSTOS DE TROCA COMO ANTECEDENTES DA RETENÇÃO DE CLIENTES NO ENSINO SUPERIOR

AUTHORS

1. Guilherme Coelho Nunes Institution: Faculdade Fisul, Garibaldi, Rio Grande do Sul, Brazil. Master in Administration from the University of Caxias do Sul (UCS). Professor at Fisul Faculty. E-mail: gcoelhon@gmail.com ORCID: https://orcid.org/0000-0001-6106-1622

2. Gabriel Sperandio Milan Institution: Universidade do Vale do Rio dos Sinos (Unisinos), São Leopoldo, Rio Grande do Sul, Brazil. PhD in Production Engineering focusing Quality Systems from the Federal University of Rio Grande do Sul (UFRGS). Professor and researcher at University of Vale do Rio dos Sinos (Unisinos). E-mail: gsmilan@unisinos.br ORCID: https://orcid.org/0000-0003-3480-2653

3. Luciene Eberle Institution: Universidade de Caxias do Sul (UCS), Caxias do Sul, Rio Grande do Sul, Brazil. PhD in Administration from the Pontifical Catholic University of Rio Grande do Sul (PUCS-RS) and the University of Caxias do Sul (UCS). Professor and researcher at University of Caxias do Sul (UCS), Caxias do Sul, Rio Grande do Sul, Brazil. E-mail: leberle@ucs.br ORCID: https://orcid.org/0000-0002-0282-5626

4. Deonir De Toni Institution: Universidade de Caxias do Sul (UCS), Caxias do Sul, Rio Grande do Sul, Brazil. PhD in Administration focusing Marketing from the Federal University of Rio Grande do Sul (UFRGS). Professor and researcher at the University of Caxias do Sul (UCS). E-mail: DToni2@ucs.br ORCID: https://orcid.org/0000-0001-9637-8099

5. Pelayo Munhoz Olea Institution: Universidade Federal do Rio Grande (FURG), Rio Grande, Rio Grande do Sul, Brazil. PhD in Business Administration from the Universitat Politècnica de Catalunya (Spain). Professor and researcher at the Federal University of Rio Grande (FURG. E-mail: Pelayo.olea@gmail.com ORCID: https://orcid.org/0000-0003-2183-8112

Contribution of Authors:

Conflict of Interest

The authors have stated that there is no conflict of interest.

Constructs	Cronbach's Alpha	Composite Reliability	Variance Explained	Variance Extracted
Value Co-creation	0.88	0.93	0.63	0.73
Value-in-Use	0.86	0.92	0.65	0.68
Customer Satisfaction	0.91	0.95	0.80	0.83
Switching Costs	0.73	0.82	0.62	0.48
Customer Retention	0.72	0.93	0.55	0.74

Constructs	Value Co-creation	Value-in-Use	Customer Satisfaction	Switching Costs	Customer Retention
Value Co-creation	0.73
Value-in-Use	0.61	0.68
Customer Satisfaction	0.57	0.79	0.83
Switching Costs	0.11	0.21	0.20	0.48
Customer Retention	0.33	0.49	0.68	0.22	0.74

Construct 1	Construct 2	χ² Fixed Model	χ² Free Model	Dif.	Sig.
Value-in-Use	Customer Satisfaction	105.30	79.29	26.01	0.000

Goodness-of-fit Indexes	Values
GFI	0.892
AGFI	0.859
RMSEA	0.054
TLI	0.948
NFI	0.912
CFI	0.957

Hy	Structural Paths	Non-standardized coefficient (b)	Errors	Standardized coefficient (β)	t-values	p	Result
H1	COCRE→VLUSE	1.043	0.084	0.907	12.447	p < 0.001	Supported
H2	COCRE→SATIS	0.893	0.078	0.861	11.422	p < 0.001	Supported
H3	SATIS→SWTCO	0.617	0.094	0.454	6.543	p < 0.001	Supported
H4	VLUSE→RETEN	-0.081	0.083	-0.071	-0.974	p = 0.330	Not supported
H5	SATIS→RETEN	1.023	0.116	0.810	8.835	p < 0.001	Supported
H6	SWTCO→RETEN	0.134	0.051	0.144	2.641	p = 0.008	Supported

Constructs	Coefficient of Determination (R²)
Value-in-Use	0.823
Customer Satisfaction	0.742
Switching Costs	0.206
Customer Retention	0.691

Constructs	Items	Scale Items Used in the Research	Factor Loading
Value Co-creation	COCRE_1	The HEI interacts with students to serve them better.	0.642
	COCRE_2	The HEI Works together with students to produce offerings (courses) that mobilize them.	0.650
	COCRE_3	The HEI interacts with students to design offerings (courses) that meet their needs.	0.619
	COCRE_4	The HEI provides services for and in conjunction with students.	0.667
	COCRE_5	The HEI co-opts students' involvement in providing services for them.	0.650
	COCRE_6	The HEI provides students with supporting systems to help them get more value.	0.494
Value-in-Use	VLUSE_1	The services (courses and complementary services) this HEI offers make me maximize my time.	0.612
	VLUSE _2	Being a student at this HEI is the right decision when expenses are considered.	0.661
	VLUSE _3	The service and courses of this HEI offer value for money based on my previous experiences.	0.751
	VLUSE _4	The courses of this HEI make me feel confident.	0.727
	VLUSE_5	The HEI provides experiences that make me feel good.	0.749
Customer Satisfaction	SATIS_1	I am satisfied with the course.	0.808
	SATIS _2	This HEI is a good HEI to study.	0.835
	SATIS _3	The course and services of this HEI meet my expectations.	0.800
	SATIS _4	Overall, I am satisfied with the service provided by this HEI.	0.729
Switching Costs	SWICO_1	I would have to spend a lot of time and effort to switch to another HEI.	0.794
	SWICO_2	The financial costs to switch to another HEI would be high.	0.779
	SWICO_3	Overall, it would be a hassle to switch to another HEI.	0.664
	SWICO_4	Considering everything, the costs to stop doing business with the current HEI and start up with a new HEI would be high.	0.757
Customer Retention	RETEN_1	I would certainly recommend the HEI to someone who seeks my advice.	0.720
	RETEN _2	It is very likely that I say positive things about the HEI to other people.	0.576
	RETEN _3	In the near future, I intend to take other courses at this HEI.	0.619
	RETEN _4	I am willing to continue being a student at this HEI.	0.809
	RETEN _5	I would encourage friends and relatives to study at this HEI.	0.642

[1] AUTHORS

1. Guilherme Coelho Nunes Institution: Faculdade Fisul, Garibaldi, Rio Grande do Sul, Brazil. Master in Administration from the University of Caxias do Sul (UCS). Professor at Fisul Faculty. E-mail: gcoelhon@gmail.com ORCID: https://orcid.org/0000-0001-6106-1622

Brasil

Brasil

COCRIAÇÃO, VALOR DE USO, SATISFAÇÃO E CUSTOS DE TROCA COMO ANTECEDENTES DA RETENÇÃO DE CLIENTES NO ENSINO SUPERIOR

RESUMO

Objetivo

Design/metodologia/abordagem

Resultados

Originalidade/valor