Analysis of the loyalty and intention to return of the university student: Challenges of educational management in a crisis context

The study aimed to analyze the intention to return of students who abandoned their studies at a private university in Lima, Peru. An exploratory, documentary study was carried out, as well as a survey of students who had dropped out of their studies in the period from 2013 to 2020. The sample was made up of 649 who were the students who agreed to participate in the study. The Net Promoter Score scale was used, finding that only 30.3% were loyal students and were willing to return to the educational entity after an academic semester. However, 32.8% were passive customers and 36.84% were detractors; in other words, the highest percentage were dissatisfied clients, which could be capable of damaging the image of the institution by providing negative references to their experience with the educational service. The aspects that the organization must carry out to improve the students' return intention is: 1) Provide economic discounts, 2) improve its educational management processes, 3) improve its virtual teaching platform, 4) schedule more class schedules according to the availability of time of the working students, 5) to apply programs for the labor insertion of the students and 6) to make personalized follow-up to the health of their students, since many of them said they abandoned their studies due to gastric diseases.