by Evaristo Navarro, Javier Ramírez Durán, William Niebles-Núñez, Isabel Yepes,
Rafael Castro, Mayuri Galindo
ABSTRACT
Higher Education Institutions (HEIs) are very interested in knowing policies that aim student happiness and in turn let the service offered or one of its qualities, like the globalization of education, gain more added value. Therefore, this paper seeks to describe the student perception on the stages of relational marketing for internationalization of Universidad de la Costa using a quantitative epistemological approach, inferential scope, and field design, as well as to analyze relational marketing as a tool to promote the internationalization of higher education. Designed with Likert scale answers, the survey was the data collecting technique; expert assessment and a pilot test on 10% of the population were used to assess instrument reliability using the Cronbach coefficient, yielding a very high reliability (95%). The structural equations model (SEM) was the statistical approach used. The major findings revealed six factors accounting for 66.51% of the total variation of the object of investigation and indicated strength in the internationalization component of the curriculum.
