A satisfação e sua relação com a reputação e a lealdade: uma pesquisa com alunos da FEAAC/UFC

Abstract

This study aimed to assess the satisfaction of students of FEAAC, the perception that they have of the reputation of FEAAC and their respective course and their loyalty to the institution. For this purpose, we performed a research with the application of a self completed questionnaire divided into three sections (profile of respondents, evaluation of customer satisfaction, perception of reputation and loyalty) and the required criterion was that the respondent was a student at the School of Economics, Business Management, Actuarial Science and Accounting of the Federal University of Ceará, except those of the first two semesters. The applied questionnaire was an adaptation of the original questionnaire proposed by Helgesen and Nesset (2007). The data were analyzed through descriptive and inferential statistics and factor analysis, using the software SPSS - (Statistical Package for Social Sciences), and through structural equation model, using the software AMOS - Analysis of Moment Structures). On the study results, it was found that the perception of reputation is positively related to student loyalty, the student satisfaction is positively related to their loyalty, the student satisfaction is positively related to the perception that they have about the reputation of FEAAC, validating the research hypothesis.