Perceived value of the university: background and consequences

Objective: The aim of this research is validate a model of the university facilities and the quality of service from the library as antecedents of the perceived value and the effect of this one on satisfaction and reputation of the university; as well as the impact of these on loyalty to the institution. Methodology: A quantitative, explanatory and transversal research was developed to 701 students of universities in Mexico. The analysis was performed through structural equations with SmartPLS3.0. Results: The results showed a direct effect in the university facilities and the quality of the library to the perceived value in the university. Likewise, a direct effect from the perceived value on reputation and satisfaction of the University, have an impact on the loyalty from the students. The indirect effects were positive and significant. Theoretical contributions: The results contribute to the knowledge in the field of educational marketing, highlighting the role of facilities in the perceived value of students to the university and strategic impact on reputation and satisfaction of the institution, beyond the understanding of the background of loyalty to the universities. Relevance: This research provides relevant information for universities to develop strategies that reinforce loyalty of their students.