Abstract
Considerar a los estudiantes como consumidores de servicios educativos e investigar sus diversos comportamientos es una práctica que ha ido en aumento, al igual que la aplicación del marketing en la estrategia de diversas instituciones educativas. Este artículo tuvo como objetivo validar una escala de comportamiento ciudadano de consumidores en el ámbito de educación superior privada en México. La aplicación de una investigación de tipo explicativo a través de un análisis factorial confirmatorio mostró que dicha escala puede ser utilizada en el ámbito del marketing educativo y de habla hispana.
Abstract
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.
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