Explaining Loyalty in Higher Education: A Model and Comparative Analysis from the Policy of Gratuity, a Case Applied to Chile

Since the 1980s, numerous transformations in higher education were experienced Latin America, and especially Chile, a country that allowed private entities to enter systems develop market. The opportunity triggered an increase of coverage competition capture retain students, followed by marketing strategies delivering student satisfaction pursuing loyalty. Moreover, since 2012, institutions Chile have been adopt policy gratuity, giving families co-responsibility dealing with cost education. So, some adopted gratuity continued receiving funds from state, but others did not, relying instead on family income. split financial responsibility seems generated varied reactions students their families, including loyalty institution. Despite abundant literature education, however, few studies attempt explain compare across types institutions, such as those opted for versus not. This study examines set relevant attributes understanding phenomenon; quality service, satisfaction, trust, commitment, results reveal prevalence trust familiarity among attending institution gratuity. In contrast, demonstrate preponderance commitment non-gratuity relies family, private, personal support