La Responsabilidad Social Universitaria como estrategia de marketing en la universidad
Resumen
Este estudio persigue el objetivo de analizar los efectos de la percepción de los estudiantes en materia de responsabilidad social universitaria (RSU) sobre sus experiencias de calidad percibida y satisfacción, así como conocer si la RSU puede ser un antecedente que armonice la estrategia de marketing de la organización con las expectativas de sus estudiantes. Tomando como referencia el modelo de los cuatro impactos universitarios, se hipotetizó un efecto directo de la valoración de los mismos sobre la percepción global de la RSU mantenida por el alumnado, que a su vez influiría positivamente sobre las dimensiones de calidad percibida y satisfacción. La investigación empírica consistió en una encuesta realizada a estudiantes de Ciencias e Ingenierías en la Universidad de León. Los datos fueron analizados a través de análisis factorial exploratorio y modelado de ecuaciones estructurales con la técnica de mínimos cuadrados parciales (partial least squares, PLS). Los resultados permitieron identificar seis factores en la percepción estudiantil de los impactos universitarios, si bien sólo tres de ellos (impacto educativo-medioambiental, impacto organizacional e impacto social) afectaron la percepción global de los estudiantes sobre RSU. Asimismo, se encontró un efecto positivo de la percepción estudiantil en materia de RSU sobre la calidad percibida y la satisfacción, las cuales también estuvieron positivamente asociadas entre sí. Los resultados del estudio apoyan la RSU como instrumento de marketing de mejora de la experiencia universitaria, y tienen importantes implicaciones para el diseño de las estrategias de marketing que permitan la mejor atracción y retención de estudiantes en entornos de educación superior.
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