Abstract

HENRIQUEZ FUENTES, Gustavo R.; RADA LLANOS, Jesús Álvaro  and  JASSIR UFFRE, Erick. Consumer Behavior Analysis: Quantitative Measurement of Student Administration Service from an Accredited University in Barranquilla. Psicogente [online]. 2016, vol.19, n.36, pp.266-283. ISSN 0124-0137.  https://doi.org/10.17081/psico.19.36.1297.

This research was conducted at an accredited university in the city of Barranquilla, from a sample of about 90 students, out of a total population of 1143 students of their Business Administration program. The main objective is to reveal the latent variables that show consumer behavior on students and the development of a model for service measurement.This article is the result of an investigation, presenting empirical results through the use of a quantitative technique method and inferential statistics such as factor analysis and clustering. The results allowed to know through the dimensions of the SERVQUAL scale, what students require, thus recognizing two groups. It is proposed for application on the consumer psychology when being served, the redesign of the SERVQUAL survey, through a survey Likert, running statistical data processors like Statgraphics and SSPS for the analysis of information.

Keywords : Service; SERVQUAL; Quantitative Methods; Consumer Behavior; Satisfaction with the service.

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