Understanding The Dimensions Of Relationship In The Context Of Brazilian Higher Education Study From A Model And Measurement Of Westbrook Dholakia

Abstract

The customer and service provider relationship is a recurrent topic in the marketing field. Nonetheless, researchers outpoint the need for a better comprehension on factors that form perceptions of services in higher education and that reflect the way such perceptions affect students´ experiences. Aiming to help for a better comprehension of the topic, in this work, we assess a measurement model for the relationship of graduate students with the education institution, which was proposed in a study of Westbrook and Dholakia conducted in the US that was never concluded and submitted for publication, as applied in Brazil. Authorized by the authors, we present their findings; propose a simplification of the model, aiming to make it more parsimonious leaving its content validity unharmed; and test the new version of the model, using scales adapted to be applied in Brazil, with a sample of 276 respondents. The more parsimonious version provides better internal consistency and validity results as compared to findings of Wesbrook and Dholakia. Thus, this paper has two main contributions: (1) we showcase results of an unpublished study by two celebrated researchers of the field of marketing; and (2) we present a new assessment of their model as adapted for a new context. Hence, the present work collaborates for a better understanding of relationship variables in the education service context and for the reinforcement of the scientific status of marketing as well, as we reassess and compare findings with a previous scientific study of the same model.