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Analysis of communication factors influencing customer loyalty among university students

Abstract:

For all types of organisations, having a portfolio of loyal customers has become the social, economic and brand foundation that allows them to remain standing in the changing and unstable environment currently faced by companies. Based on this scenario, and as part of a process of continuous improvement, this research aims to establish guidelines to build customer loyalty among Ecuador’s distance-learning undergraduate students, through strategies linked to the improvement of customer service and communication channels, which allow strengthening the sense of belonging of university students. This research is based on the case study of an Ecuadorian university. The relation between this institution and its heterogenous publics is based on the analysis of the opinions of undergraduate distance-learning students. The field work was carried out with a mixed approach that combined qualitative and quantitative data collection instruments (interviews and surveys, respectively), which allowed for the analysis of the stakeholders’ points of view and the drawing of strategic communication guidelines to build customer loyalty.