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Resumen
A causa de la creciente competitividad a la que se enfrentan las universidades, éstas se ven obligadas usar la comunicación comercial en sus estrategias. Sin embargo, la literatura presenta vacíos conceptuales y empíricos que impiden su uso efectivo. Usando ecuaciones estructurales en una muestra de alumnos de una universidad pública, nuestra investigación trata de llenar esos vacíos. Después de una revisión bibliográfica se han desarrollado escalas con buenas propiedades psicométricas para evaluar un modelo que permite responder las siguientes preguntas: ¿Cuál es el proceso decisional que siguen los alumnos?, ¿Este proceso puede ser influido por las variables de comunicación comercial?, y ¿Cuál es la mejor forma de usar estas variables para conseguir los objetivos institucionales? Así, nuestra investigación contribuye a expandir la aplicabilidad de la comunicación comercial en un contexto no lucrativo y presenta líneas futuras de investigación en el tema.
Palabras clave:
comunicación comercial
proceso decisión compra
contexto universitario no lucrativo
competitividad empresarial
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