Facilitação de Valor, Valor de Uso e Satisfação de Clientes como Determinantes da Intenção de Recompra no Contexto de uma Instituição de Ensino Superior

The goal of this research was to develop, test and validate a Theoretical Model that contemplated the constructs that are determinant for the Repurchase Intent. The study was developed in the context of a Higher Education Institution (HEI) located in Serra Gaúcha, Rio Grande do Sul, Brazil. A quantitative study was applied through a survey in which 316 students participated. Data analysis was performed using the Structural Equation Modeling technique. The results showed that the Value Facilitation positively influences the Value in Use and Customer Satisfaction, and that the Value in Use positively influences the Customer Satisfaction, as well as the Repurchase Intention. In addition, one can definitely say Customer Satisfaction positively influences the Repurchase Intent. Moreover, the effect of the student's course time moderation in the relationship between the Value in Use and the Repurchase Intent was evidenced, contributing to the existing literature in a educational context.