<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1794-8932</journal-id>
<journal-title><![CDATA[Sophia]]></journal-title>
<abbrev-journal-title><![CDATA[sophia]]></abbrev-journal-title>
<issn>1794-8932</issn>
<publisher>
<publisher-name><![CDATA[Universidad La Gran Colombia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1794-89322026000101553</article-id>
<article-id pub-id-type="doi">10.18634/sophiaj.22v.1i.1553</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Modelación estructural de la lealtad, actitud y sus factores determinantes en los servicios educativos]]></article-title>
<article-title xml:lang="en"><![CDATA[Structural modeling of loyalty, attitude and their determinants in educational services]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gómez-Sánchez]]></surname>
<given-names><![CDATA[David]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Grimaldo-Reyes]]></surname>
<given-names><![CDATA[Sanjuana Edith]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López-Gama]]></surname>
<given-names><![CDATA[Héctor]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez-Martínez]]></surname>
<given-names><![CDATA[Karina Lizbeth]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma de San Luis Potosí  ]]></institution>
<addr-line><![CDATA[San Luis Potosí ]]></addr-line>
<country>México</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2026</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2026</year>
</pub-date>
<volume>22</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1794-89322026000101553&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1794-89322026000101553&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1794-89322026000101553&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción:  esta investigación se centró en el análisis de la satisfacción y lealtad de los estudiantes en el sector educativo.  Objetivo:  proponer un modelo de ecuaciones estructurales que explique la relación entre la actitud, la calidad percibida y la fidelidad hacia la institución.  Materiales y métodos:  la metodología aplicada fue cuantitativa, mediante la aplicación de encuestas a una muestra representativa de estudiantes universitarios y el posterior análisis estadístico multivariante.  Resultados:  permitieron identificar que la satisfacción es el mediador principal entre la percepción del servicio y la actitud de lealtad.  Conclusiones:  que las instituciones deben enfocarse en mejorar la experiencia del estudiante para fortalecer su compromiso y permanencia institucional.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[calidad del servicio]]></kwd>
<kwd lng="es"><![CDATA[valor de marca]]></kwd>
<kwd lng="es"><![CDATA[lealtad]]></kwd>
<kwd lng="es"><![CDATA[actitud y servicios educativos.]]></kwd>
<kwd lng="en"><![CDATA[service quality]]></kwd>
<kwd lng="en"><![CDATA[brand value]]></kwd>
<kwd lng="en"><![CDATA[loyalty]]></kwd>
<kwd lng="en"><![CDATA[attitude]]></kwd>
<kwd lng="en"><![CDATA[and educational services.]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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