Customer satisfaction, commitment, loyalty e implicazioni nella governance delle università: una ricerca esplorativa

Anteprima

Gli studi sul commitment sono stati utilizzati in diversi ambiti disciplinari e applicati a diversi settori per analizzare non solo aspetti connessi al governo delle risorse umane, ma anche problematiche connesse alle strategie aziendali. Il paper si propone di valutare le relazioni sussistenti fra customer satisfaction, commitment e scelte degli studenti in termini di fedeltà all’Università ( loyalty). Lo strumento di analisi utilizzato è un modello di equazioni strutturali testato su un campione di studenti dell’Università degli Studi di Salerno. Il lavoro supporta l’ipotesi che, anche nel campo universitario, il commitment (e in particolare il commitment affettivo) è una variabile connessa sia alla customer satisfaction che alla loyalty, divenendo chiaramente un importante elemento di cui tener conto nelle scelte di governo degli atenei.

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Commitment studies have been applied to several disciplinary fields and in various sectors in order to analyze elements related not only to human resource management, but also to business strategy issues. The paper aims to assess the relations existing between customer satisfaction, commitment, and student loyalty towards a University. The analysis is based on a structural equation model which has been tested on a sample of students from the University of Salerno. The study supports the hypothesis that commitment (especially affective commitment) is a variable connected with both customer satisfaction and loyalty, even in an academic contest. Commitment is thus confirmed to be an increasingly important element for university governance.

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Key words: Loyalty, University, Commitment

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