Impact of Perceived Value Factors on Student Loyalty: The Moderating Role of Student Trust

Student loyalty represents continuous academic training that leads to a commitment to the knowledge society; to explore this scenario, the objective was to evaluate the impact of perceived value factors on student loyalty, taking into account student trust in this association. To this end, an explanatory quantitative study was conducted, examining a sample of 537 university students, who were selected through a non-probabilistic convenience sampling method. One of the main findings of the study establishes that student trust has the ability to moderate the relationship between perceived value factors and loyalty; this evidence allows for a broad understanding of how trust can enhance the positive effects of perceived value on student loyalty, suggesting that educational institutions should focus on building and maintaining trust to strengthen their relationship with students.