Efecto del marketing relacional y redes sociales en la satisfacción de universitarios

Ortega-Vivanco, Mayra; Garcia, Daysi; Espinosa, María Paula

dc.creator	Ortega-Vivanco, Mayra
dc.creator	Garcia, Daysi
dc.creator	Espinosa, María Paula
dc.date	2023-04-13
dc.identifier	https://www.jotmi.org/index.php/GT/article/view/4094
dc.identifier	10.4067/S0718-27242023000100104
dc.description	The study aims to analyze the effects of relational marketing and social networks on the satisfaction of university students. The research focuses on two academic activities: administrative procedures and academic communication. A theoretical model based on Relational Marketing was designed, and the Structural Equation Model (SEM) was applied to evaluate the reliability and validity of the constructs, as well as to test the relationships of the structural model. An exploratory factorial analysis was carried out using the PLS-SEM method, which measured the model's capacity through the coefficient of determination R2, an appropriate approach for research in management sciences. The study was conducted with a sample of 708 students. The results allow for the acceptance of the proposed hypotheses, indicating that there is a positive relationship between the relationship attributes based on social networks (Facebook, Instagram, and Youtube) and communication with students. It is accepted that the more relationship attributes universities use, the better the academic procedures will be on social networks, and finally, it is determined that there is greater satisfaction and student relationship when academic procedures are carried out through social networks.	en-US
dc.format	application/pdf
dc.language	spa
dc.publisher	Facultad de Economía y Negocios, Universidad Alberto Hurtado	en-US
dc.relation	https://www.jotmi.org/index.php/GT/article/view/4094/1479
dc.rights	Copyright (c) 2023 Mayra Ortega-Vivanco, Daysi Garcia, María Paula Espinosa	en-US
dc.rights	https://creativecommons.org/licenses/by-nc-nd/4.0	en-US
dc.source	Journal of Technology Management & Innovation; Vol. 18 No. 1 (2023); 104-112	en-US
dc.source	Journal of Technology Management & Innovation; Vol. 18 Núm. 1 (2023); 104-112	es-ES
dc.source	0718-2724
dc.subject	Relationship marketing	es-ES
dc.subject	degree of satistaction	es-ES
dc.subject	proce	es-ES
dc.subject	Marketing relacional	en-US
dc.subject	grado satisfacción	en-US
dc.subject	trámites	en-US
dc.subject	comunicación	en-US
dc.subject	redes sociales	en-US
dc.title	Efecto del marketing relacional y redes sociales en la satisfacción de universitarios	en-US
dc.title	Efecto del marketing relacional y redes sociales en la satisfacción de universitarios	es-ES
dc.type	info:eu-repo/semantics/article
dc.type	info:eu-repo/semantics/publishedVersion
dc.type	Artículo revisado por pares	en-US

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