Efecto del marketing relacional y redes sociales en la satisfacción de universitarios


  • Mayra Ortega-Vivanco Universidad Técnica Particular de Loja (UTPL) https://orcid.org/0000-0003-4647-4343
  • Daysi Garcia Universidad Técnica Particular de Loja (UTPL)
  • María Paula Espinosa Universidad Técnica Particular de Loja (UTPL)




Marketing relacional, grado satisfacción, trámites, comunicación, redes sociales


The study aims to analyze the effects of relational marketing and social networks on the satisfaction of university students. The research focuses on two academic activities: administrative procedures and academic communication. A theoretical model based on Relational Marketing was designed, and the Structural Equation Model (SEM) was applied to evaluate the reliability and validity of the constructs, as well as to test the relationships of the structural model. An exploratory factorial analysis was carried out using the PLS-SEM method, which measured the model's capacity through the coefficient of determination R2, an appropriate approach for research in management sciences. The study was conducted with a sample of 708 students. The results allow for the acceptance of the proposed hypotheses, indicating that there is a positive relationship between the relationship attributes based on social networks (Facebook, Instagram, and Youtube) and communication with students. It is accepted that the more relationship attributes universities use, the better the academic procedures will be on social networks, and finally, it is determined that there is greater satisfaction and student relationship when academic procedures are carried out through social networks.


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How to Cite

Ortega-Vivanco, M., Garcia, D., & Espinosa, M. P. (2023). Efecto del marketing relacional y redes sociales en la satisfacción de universitarios. Journal of Technology Management & Innovation, 18(1), 104–112. https://doi.org/10.4067/S0718-27242023000100104



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