INTERNATIONAL JOURNAL OF SCIENTIFIC & TECHNOLOGY RESEARCH VOLUME 9, ISSUE 02, FEBRUARY 2020 ISSN 2277-8616 4549 IJSTR©2020 www.ijstr.org Determinants Of Loyalty In A Private University Irma Milagros Carhuancho Mendoza, Oscar Jhonny Bravo Chávez, Fernando Alexis Nolazco Labajos, Carlos Oswaldo Venturo Orbegoso, Heder Quispe Quiñonez Abstract: The study aimed to identify the determinants of loyalty in a private university. For which four variables have been considered, such as quality of service, image, educational rates, and student satisfaction that would influence loyalty. Since the enactment of Law 30220, universities have had to adapt their processes and improve the educational service, and once they have obtained licensing, they seek to position the brand in the market. The study was conducted under the quantitative, non-experimental, cross-sectional approach; the method was hypothetical deductive and analytical. The data were collected through the application of the survey with the respective questionnaires for each study variable, which were applied on the same date to the entire sample. The population consisted of 3518 students; the sampling technique applied was randomized, calculating the sample of 404, which was distributed proportionally by each professional career. Consequently, through the structural equations, we sought to ratify or not the model in reality with the support of SPSS 24 and AMOS software. The results showed that educational rates are related to satisfaction (0.83) and quality of service (0.85), while the latter is related to satisfaction (0.98). On the other hand, educational rates do not influence loyalty, but in the image (0.20), while satisfaction influences the image (0.19) and not loyalty. The quality of service influences loyalty (0.93) and image (0.61); however, it does not influence loyalty. In summary, loyalty is influenced by quality through educational rates and satisfaction. This result shows that students are loyal to the university for the academic and administrative quality they perceive in the classrooms. Therefore, once they finish their professional training, they will opt as the first option to the university under study. Likewise, the educational fees are commensurate with the market, despite being licensed by SUNEDU has not undergone any modification. Finally, a student satisfied by the quality of service and available rates will make the student loyal to the institution. Index Terms: Loyalty, structural equations, university education, image, rates, satisfaction, university ——————————  —————————— 1 INTRODUCTION Universities worldwide are in constant competition to attract talent to their classrooms. In these times the competition is not only local, but also internationally, because the institutions continually offer courses, diplomas, specializations, masters in their university centers and social networks, allowing the interested party to have enough information on the educational offers [1] which is why it conducts an exhaustive search under the criteria of benefits and prestige. In Europe, since the 90s, higher education institutions are committed to building a knowledge society. The Bologna Declaration (1999) lays the foundations for a new university that contributes to economic development, social welfare, and dissemination through the three levels of university education, such as undergraduate, masters, and doctorate degrees, recognized in the member countries. The Berlin Declaration reiterates the importance of higher education in society and emphasizes the increase of the budget to achieve the objectives set [2]. In this regard, stakeholders continuously review the results of world rankings such as: a) QS World University Rankings [3], b) Rankings of world universities prepared by Jiao Tong University of Shanghai (China); c) Webometrics Ranking; d) Which MBA? - The Economist; e) Annual Classification of Business Schools - The Wall Street Journal; to decide where to start their studies or move to an institution of greater prestige or academic position. University education in the United States responds to political, financial and social demands, which is why they invest in technology, training, and practice of relational marketing, the generation of commitment, security, guarantee of quality education, financing and research funds, development of virtual education, in order to exceed the expectations of students [4]. In Colombia, higher education has acute problems; the administrative system is inefficient, operating costs are high, corruption is prevalent, there is low quality of services, investigations are expensive and lack social impact. The fundamental reason for students to move to other institutions internationally [5]. The Peruvian reality is very similar to those described above, university education from Law 30220 requires universities primary quality conditions since 2014 all public and private university institutions are in the process of evaluation, to date 73 universities have the category of graduates, 10 with license denied and another group under evaluation. The private university understudy was created in the 90s in the city of Lima. To date, it has two subsidiaries within the country, provides undergraduate professional training with health careers (Medicine, Nursing, Psychology, Stomatology, Medical technology), Law, Engineering (Computer and Systems Engineering, Civil, Agroindustrial), Communication and Administration Sciences (Administration, Accounting, Communication Sciences, Tourism); at the postgraduate level. The number of students has decreased in the 2019-I period concerning 2018 II. Administrative procedures are complex and bureaucratic; pensions are above the market, academic resources are scarce, software, computer rooms, time spaces are needed free, among others that generate discomfort in the student. The research will ratify or improve the proposed integral model regarding student loyalty in the university environment, recognizing the influence of service quality, image, satisfaction, and university rates. From the exploratory factor analysis and the modeling through structural equations, it is intended to explain the determinants of loyalty and understand how the model works in higher education. Veas, Sánchez and Pérez (2019) conducted the study in Chile, establishing that the image of the university and the perceived value influence satisfaction, word of mouth marketing influences satisfaction and loyalty; the results showed that the model explains satisfaction in 56.2% and loyalty in 44.7% [1]. Doña and Luque (2017) designed the model where the image of the university and the perceived value influence loyalty. It was also identified as intervening variables to vocation, career opportunities, and ————————————————  Irma Milagros Carhuancho Mendoza*, Universidad Privada Norbert Wiener, Lima, Perú. Email: irmamilagros@yahoo.com  Oscar Jhonny Bravo Chávez, Universidad Privada César Vallejo, Lima, Perú. Email: bravochavez@hotmail.com  Fernando Alexis Nolazco Labajos, Universidad Privada Norbert Wiener, Lima, Perú. Email: fernandonolazco@gmail.com  Carlos Oswaldo Venturo Orbegoso, Universidad Privada César Vallejo, Lima, Perú. Email: cventuro2911@gmail.com  Heder Quispe Quiñones, Universidad Privada César Vallejo, Lima, Perú. Email: ederquispe@gmail.com