Introduction:

This research focused on analyzing student satisfaction and loyalty in the education sector.

Objective:

To propose a structural equation model that explains the relationship between attitude, perceived quality, and loyalty to the institution.

Materials and methods:

The methodology applied was quantitative, using surveys administered to a representative sample of university students and subsequent multivariate statistical analysis.

Results:

These identified satisfaction as the main mediator between service perception and loyalty attitudes.

Conclusions:

Institutions should focus on improving the student experience to strengthen student commitment and retention.

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