O IMPACTO DO ENVOLVIMENTO NAS RELAÇÕES ENTRE CONFIANÇA, VALOR PERCEBIDO E LEALDADE: UM ESTUDO EM UMA IES PRIVADA

Abstract

This paper proposes the test of a theoretical model presenting trust and perceived value as loyalty antecedents, and to verify the moderate effect of student involvement with the course on the relationship among constructs. In order to do so, the model behavior was tested in a sample of 414 cases. The outcomes suggest that the intensity of the model constructs (trust, value and loyalty) is significantly higher in students that demonstrate higher involvement with the course, i.e., these subjects have higher trust on the employees and on the institution, they perceive higher value in the course and they are more loyal to the institution. From the application of multi-group analysis in Structural Equation Modeling (SEM), the conclusion is that there exists stability of the proposed relationship in the theoretical model, once the outcomes do not indicate significant invariances between higher and lower involvement groups. As a result, the involvement seems not to be a moderate construct, once the models have similar statistic behavior, but an impact construct, as the model constructs presented statistically higher averages for the highest involvement group.