MARKETING DE RELACIONAMENTO NO SETOR DE ENSINO SUPERIOR PRIVADO DO BRASIL: UMA ANÁLISE DA PERCEPÇÃO DOS ALUNOS DE DUAS FACULDADES GAÚCHAS
Journal Title: Revista Competência - Year 2011, Vol 4, Issue 2
Abstract
Relationship marketing is essential for the relationship between educational institutions and students. In that sense, this study has as its main objective to analyze the perceived level of relationship among students of two Southern Faculties. To do so, the scale created by Wilson and Vlosky (1997), already translated in previous Brazilian studies (DARONCO, 2001; GARBINATO et al., 2004), was used. Originally that scale is applied in the B2B segment. For the present study, the scale went through some adaptations since the respondents were individuals. Th e sample, comprised 397 students, was the non-probabilistic by quotas (MALHOTRA, 2006). Th e results indicate a reasonable perception of the relationship on both investigated institutions. As an interesting remark, the results point out a diff erent behavior in the levels of relationship between these two institutions. Th e dimensions “commitment” and “trust” of Wilson e Vlosky’s scale (1997) were the most infl uential in assessing the overall relationship of the institutions.
Authors and Affiliations
Fernando de Oliveira Santini Cláudio Rotta
Keywords
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- EP ID EP677170
- DOI https://doi.org/10.24936/2177-4986.v4n2.2011.79
- Views 237
- Downloads 0
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