Abstract

ENCINAS OROZCO, Francisca Cecilia  and  CAVAZOS ARROYO, Judith. Validation of the citizen consumer behavior in the area of private educational services in Mexico scale. Contad. Adm [online]. 2016, vol.61, n.4, pp.649-665. ISSN 0186-1042.  https://doi.org/10.1016/j.cya.2016.03.001.

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.

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