Abstract
The article seeks to determine the mechanism to build loyalty by students towards their institution, through an appropriate marketing management applied to the educational field. If private educational institutions in Mexico achieve a satisfied enrollment, in a way, they will guarantee their survival as an organization. Knowing that elements of student satisfaction directly influence the experience they have within the institution, can be used in their favor through the use of educational marketing tools and thus increase both the welfare of students and the institution. With a cross-sectional study and a non-probabilistic sampling for the convenience of 60 students of a Private Higher Education Institution in the Metropolitan Area of Guadalajara, where the results were obtained that allowed the instrument to be validated with dimensions or factors necessary in the explanation of the variables of the study, by means of descriptive statistics and statistical tests of reliability, tests of normality and correlations between elements by factor. It was discovered that the most important thing for student satisfaction is intrinsically linked to academic aspects.
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