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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.contributor.authorGómez-Bayona L
dc.contributor.authorMoreno-López G
dc.contributor.authorOrozco-Toro J.A
dc.contributor.authorArrubla-Zapata J.P
dc.contributor.authorPiedrahita J.U.
dc.date.accessioned2022-09-14T14:33:59Z
dc.date.available2022-09-14T14:33:59Z
dc.date.created2021
dc.identifier.issn16469895
dc.identifier.urihttp://hdl.handle.net/11407/7549
dc.descriptionRelational 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.isospa
dc.publisherAssociacao Iberica de Sistemas e Tecnologias de Informacao
dc.relation.isversionofhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85128725039&partnerID=40&md5=0a789fd429f77668428b7b4fb6c7603e
dc.sourceRISTI - Revista Iberica de Sistemas e Tecnologias de Informacao
dc.titleRelationship 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.typeArticle
dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.publisher.programMercadeo
dc.type.spaArtículo
dc.subject.keywordMarketingeng
dc.subject.keywordOrganizational Modelseng
dc.subject.keywordProfessoreng
dc.subject.keywordRelationship Marketingeng
dc.subject.keywordUniversitieseng
dc.relation.citationvolume2021
dc.relation.citationissueE45
dc.relation.citationstartpage227
dc.relation.citationendpage240
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativas
dc.affiliationGómez-Bayona, L., Universidad de San Buenaventura, Cra 56c # 51-110, Medellín-Antioquia, código postal:050010, Colombia
dc.affiliationMoreno-López, G., Institución Universitaria Marco Fidel Suárez, Cll 48 # 50-30, Medellín-Antioquia, código postal:051053, Colombia
dc.affiliationOrozco-Toro, J.A., Universidad Pontificia Bolivariana, ciruclar 1 – 70-01, Medellín, Código postal: 050004, Colombia
dc.affiliationArrubla-Zapata, J.P., Universidad de Medellín, Cr 87 # 30-65, Medellín-Antioquia, código postal:050010, Colombia
dc.affiliationPiedrahita, J.U., Institución Universitaria Salazar y Herrera, Bulevar Libertadores de América 52-49código postal 05002, Colombia
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dc.type.coarhttp://purl.org/coar/resource_type/c_6501
dc.type.versioninfo:eu-repo/semantics/publishedVersion
dc.type.driverinfo:eu-repo/semantics/article
dc.identifier.reponamereponame:Repositorio Institucional Universidad de Medellín
dc.identifier.repourlrepourl:https://repository.udem.edu.co/
dc.identifier.instnameinstname:Universidad de Medellín


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