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QUALITY OF TEACHING, CORPORATE IMAGE AND SATISFACTION OF STUDENTS ENROLLED IN THE NIGHT SESSION OF A BRAZILIAN PRIVATE UNIVERSITY: A STUDY WITH STRUCTURAL EQUATION MODELING

Since 2014, the Brazilian economy has undergone a process of recession followed by stagnation, with end still unknown. This poor economic performance has provoked an increase in the unemployment rate, causing lower demand in several markets, including education. In this recessive environment, competition in the learning industry has intensified, especially in the university segment. The corporate image and loyalty of students has become a priority to expand market share. This study investigates the effect of the quality of service of a Brazilian private university on student satisfaction, corporate image and loyalty. A total of 112 questionnaires were distributed to students from a renowned private university in the city of Rio de Janeiro and 98 were fully answered. Students were selected by convenience sampling. The data were analyzed through structural equation modeling, based on partial least squares. In line with the work that underpins this study, the quality of the learning service was considered an antecedent of student satisfaction, affecting the corporate image and loyalty. The results showed that general student satisfaction affects the corporate image and loyalty, but not all dimensions of service quality have this effect. Although the main findings show convergence with those obtained in the work that underlies this study, some relevant divergences deserve attention. The Brazilian students in our sample did not attribute high relevance to academic aspects, including excellence of the faculty, since the professor is considered the main barrier to reach the most critical goal for the night students of the Brazilian private university studied, namely a university diploma.