Customer retention in a Higher Education Institution in Pernambuco
DOI:
https://doi.org/10.12662/2359-618xregea.v14i2.p64-78.2025Keywords:
customer satisfaction, perceived quality, trust, customer retentionAbstract
This study aims to identify the effect of satisfaction on perceived quality, the effect of perceived quality on trust, and the effect of trust on student retention in a higher education institution. Data were collected through a survey and analyzed using Partial Least Squares Structural Equation Modeling. The results indicate a positive effect on the relationship between the variables, highlighting the importance of quality in service provision, which reflects on satisfaction. The perception of quality affects the trust placed in the institution, triggering the construction of profitable and long-lasting relationships.
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