Cocriação, valor de uso, satisfação e custos de troca como antecedentes da retenção de clientes no ensino superior

• Published in: Revista de administração da UFSM 2021-10, Vol.14 (3), p.545-567
• Main Authors: Nunes, Guilherme Coelho, Milan, Gabriel Sperandio, Eberle, Luciene, De Toni, Deonir, Olea, Pelayo Munhoz
• Format: Article
• Language: English
• ISSN: 1983-4659; 1983-4659
• DOI: 10.5902/1983465935697

Purpose – The research aimed to propose and validate a Theoretical Model to understand how the relationship between customers (service users) and service providers might result in customer retention in the higher education context.Design/methodology/approach – The research was implemented through a survey applied to 301 students of a Higher Education Institution, and the data were analyzed through Structural Equation Modeling (SEM).Findings – The results indicate that value co-creation impacts customer satisfaction and value-in-use, customer satisfaction impacts switching costs and customer retention, and switching costs impact customer retention. However, value-in-use did not significantly impact customer retention, opposing to the expected results.Originality/value – There is no consensus on which constructs effectively are the antecedents of customer retention for the most diverse types of services. For this reason, this research aimed to validate a Theoretical Model that contemplates the constructs of value co-creation, value-in-use, customer satisfaction, and switching costs as antecedents of customer retention in the higher education context.