Abstract

GOMEZ SANCHEZ, David; MARTINEZ LOPEZ, Eugenia Inés; RECIO REYES, Ramón Gerardo  and  LOPEZ GAMA, Héctor. Loyalty, satisfaction and academic performance of UASLP-UAMZM students. sophia [online]. 2013, n.9, pp.11-25. ISSN 1794-8932.

This article was written with the aim to identify the level of loyalty, satisfaction, and academic performance of the students from the Business Management, Marketing, and Accounting faculty programs belonging to the "Multidisciplinary Media Zone Unit (UAMZM)" Universidad Autónoma de San Luis Potosi. The methodology used in the research was based on the quantitative approach and a transversal design with descriptive and multivariate techniques for its analysis. 233 UAMZM students were selected as the representative sample for the research, and the method used in the poll is that of compilation of data consisting of 12 demographic variables: a construct of 8 items in order to evaluate the level of satisfaction, 7 items to measure the academic performance and 3 dichotomy questions to measure the loyalty. Validity and reliability are also described through the instrument, as well as the student's type of loyalty through the analysis of clusters the level of satisfaction and academic performance.

Keywords : Academic performance; loyalty; satisfaction; students; university.

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