dc.contributor.author | Gómez-Bayona L | |
dc.contributor.author | Moreno-López G | |
dc.contributor.author | Orozco-Toro J.A | |
dc.contributor.author | Arrubla-Zapata J.P | |
dc.contributor.author | Piedrahita J.U. | |
dc.date.accessioned | 2022-09-14T14:33:59Z | |
dc.date.available | 2022-09-14T14:33:59Z | |
dc.date.created | 2021 | |
dc.identifier.issn | 16469895 | |
dc.identifier.uri | http://hdl.handle.net/11407/7549 | |
dc.description | Relational marketing is important for the management of university administrative models, as it promotes long-lasting and mutually beneficial relationships among the academic community. The objective of this article is to identify how the relationship of trust, satisfaction and loyalty of the professor contributes to the management of organizational models in universities to improve corporate reputation. The quantitative methodology was applied, with surveys and under systems of structural equations. There is a relationship between trust, satisfaction and loyalty as strategic axes of relationship marketing to improve corporate reputation. It is concluded that, although universities have defined the importance of designing and implementing marketing plans, it is necessary to do so with a focus on relationships with stakeholders, specifically, professors. © 2021, Associacao Iberica de Sistemas e Tecnologias de Informacao. All rights reserved. | eng |
dc.language.iso | spa | |
dc.publisher | Associacao Iberica de Sistemas e Tecnologias de Informacao | |
dc.relation.isversionof | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85128725039&partnerID=40&md5=0a789fd429f77668428b7b4fb6c7603e | |
dc.source | RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao | |
dc.title | Relationship marketing as support in organizational models to improve reputation in universities [El mercadeo relacional como apoyo en los modelos organizacionales para construir reputación corporativa en las universidades] | |
dc.type | Article | |
dc.rights.accessrights | info:eu-repo/semantics/restrictedAccess | |
dc.publisher.program | Mercadeo | |
dc.type.spa | Artículo | |
dc.subject.keyword | Marketing | eng |
dc.subject.keyword | Organizational Models | eng |
dc.subject.keyword | Professor | eng |
dc.subject.keyword | Relationship Marketing | eng |
dc.subject.keyword | Universities | eng |
dc.relation.citationvolume | 2021 | |
dc.relation.citationissue | E45 | |
dc.relation.citationstartpage | 227 | |
dc.relation.citationendpage | 240 | |
dc.publisher.faculty | Facultad de Ciencias Económicas y Administrativas | |
dc.affiliation | Gómez-Bayona, L., Universidad de San Buenaventura, Cra 56c # 51-110, Medellín-Antioquia, código postal:050010, Colombia | |
dc.affiliation | Moreno-López, G., Institución Universitaria Marco Fidel Suárez, Cll 48 # 50-30, Medellín-Antioquia, código postal:051053, Colombia | |
dc.affiliation | Orozco-Toro, J.A., Universidad Pontificia Bolivariana, ciruclar 1 – 70-01, Medellín, Código postal: 050004, Colombia | |
dc.affiliation | Arrubla-Zapata, J.P., Universidad de Medellín, Cr 87 # 30-65, Medellín-Antioquia, código postal:050010, Colombia | |
dc.affiliation | Piedrahita, J.U., Institución Universitaria Salazar y Herrera, Bulevar Libertadores de América 52-49código postal 05002, Colombia | |
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dc.type.coar | http://purl.org/coar/resource_type/c_6501 | |
dc.type.version | info:eu-repo/semantics/publishedVersion | |
dc.type.driver | info:eu-repo/semantics/article | |
dc.identifier.reponame | reponame:Repositorio Institucional Universidad de Medellín | |
dc.identifier.repourl | repourl:https://repository.udem.edu.co/ | |
dc.identifier.instname | instname:Universidad de Medellín | |