Relationship Marketing, Signalling and ICTs in Education

This work has studied how the pedagogical and technological aspects, social benefits and the reputation of the educational platform Google Apps for Education influence the student's trust and to what extent this trust developed by the student determines their affective commitment and academic performance. Therefore, this research in its development, operationalises the relationship marketing approach in education; understanding educational relationship marketing as a driver of the establishment and adoption of the relationships that the student builds through an educational platform and that is developed by the information that the teacher programmes for their class from the curriculum. Consequently, it was assessed how the learner builds and develops trust and affective commitment for an educational platform. Furthermore, the most relevant aspects of signalling theory have been discussed, which externalises the basic components involved in the signalling process and the phenomenon of information asymmetry that any process of adoption by an educational platform can harbour. Finally, the importance of ICT is also highlighted.