Validation of the scale of citizen behavior of consumers of education services

Francisca Cecilia Encinas Orozco () and Judith Cavazos Arroyo
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Francisca Cecilia Encinas Orozco: Universidad de Sonora, México
Judith Cavazos Arroyo: Universidad Popular Autónoma del Estado de Puebla, México

Contaduría y Administración, 2016, vol. 61, issue 4, 649–665

Abstract: Consider students as consumers of educational services and investigate their different behaviors is a practice that has been increasing as the implementation of the educational marketing strategy in various educational institutions. This paper aims to validate a scale of consumer citizenship behavior in the field of private higher education in Mexico. The application of an explanatory research type through a confirmatory factor analysis showed that the scale can be used in the field of educational marketing and Spanish speaking.

Keywords: Customer citizenship behavior; Educational marketing; Customer participation; Voluntary performance (search for similar items in EconPapers)
JEL-codes: I20 M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:nax:conyad:v:61:y:2016:i:4:p:649-665

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