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Explaining Loyalty In Higher Education: A Model And Comparative Analysis From The Policy Of Gratuity, A Case Applied To Chile, Maritza Katherine Galindo-Illanes, Juan Alejandro Gallegos-Mardones, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications and Presentations

Since the 1980s, numerous transformations in higher education were experienced in Latin America, and especially in Chile, a country that allowed private entities to enter the education systems and develop a market. The opportunity triggered an increase of coverage and competition to capture and retain students, followed by marketing strategies delivering student satisfaction and pursuing student loyalty. Moreover, since 2012, higher education institutions in Chile have been allowed to adopt a policy of gratuity, giving families the co-responsibility of dealing with the cost of education. So, some institutions adopted gratuity and continued receiving funds from the state, but others did …