O valor para o cliente na educação superior

AUTOR(ES)

Mario Flores Neto

DATA DE PUBLICAÇÃO

2007

RESUMO

The purpose of this work is to study the value to the customers in higher education, from the point of view of the students, collecting their opinions about value, consequences and attributes about this type of service. Based in the value proposed by Woodruf (1997) and using the means-end chains proposed by Gutman (1982) two models were applied to the students: the Laddering and the Association Pattern Technique (APT). All data was collected in the city of Porto Alegre in two different stages. The first one, the Value Stage (qualitative stage), done with 30 students and the second one, the Amount Stage (quantitative stage), where 294 students were interviewed. The Laddering and the APT data were separately analyzed and both were also compared. The qualitative stages results was presented by the creation of a customers value hierarchic map. The quantitative stages results was presented by the significance of the relations between the Attributes and Consequences, and Consequences and Values identified by APT, through an implication matrix. Considering the frequency of citations and the relevance of the connections identified in the research, the follow elements were stand out: Attributes (campus safety, localization, professors qualification, Library), Consequences (personal and professional grow, get or keep a job, apply what was learned, easiness and quickness learning), Values (personal satisfaction, personal and professional grow, personal and professional realization, personal and professional recognition, self-esteem grow, safety). Besides, the comparison between both techniques allow verify the value of the APT as a complement to Laddering, even to evaluate the factors content and structure related with the results obtained in each stage of the research

ASSUNTO(S)

cadeia de meios-fim value educação superior customer valor clientes association pattern technique higher education administracao

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