Relacionamentos na qualidade percebida do Ensino Superior Politécnico: um estudo exploratório
Abstract
Objetivo: averiguar o impacto dos relacionamentos interpessoais (entre os prestadores de serviços e os alunos) e o grau de relacionamento na qualidade percebida e na satisfação no Ensino Superior Público Politécnico em Portugal.
Desenho/metodologia/abordagem: a metodologia é exploratória e procedeu-se a uma análise na Escola Superior de Ciências Empresariais (ESCE) do Instituto Politécnico de Viana do Castelo (IPVC). O método utilizado é de caráter descritivo, de natureza quantitativa e teve por base um inquérito presencial que aplica o modelo SERVQUAL e uma escala de avaliação do grau de relacionamento e da estratégia de fidelização.
Resultados: os cento e oitenta e dois inquéritos aplicados aos alunos da ESCE evidenciam que a dimensão empatia é aquela em que as perceções mais se aproximam das expetativas entre as cinco dimensões do modelo SERVQUAL. A dimensão com menores diferenças (gap) entre as perceções e expetativas é a empatia (-0.76). A dimensão segurança ocupa a segunda dimensão percebida com menor diferença (-0.77). De seguida, seguem-se as dimensões capacidade de resposta (-0.79), fiabilidade (-0.91) e tangibilidade (-1.35). Os resultados evidenciam que existe um grau de relacionamento e uma estratégia de fidelização por parte da escola em relação aos alunos. Assim, a instituição deverá continuar a investir na dimensão empatia e no marketing relacional para potenciar a qualidade percebida e a satisfação dos alunos.
Originalidade/valor: os relacionamentos são fontes de valor na qualidade percebida e satisfação dos alunos de uma Instituição de Ensino Superior Público Politécnico em Portugal.
Palavras-chave: Qualidade, Ensino Superior, Marketing Relacional, SERVQUAL.
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European Journal of Applied Business and Management
ISSN: 2183-5594
DOI: https://doi.org/10.58869/EJABM
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