Customers value as a marketing issue for higher education institutions
Abstract
Customer guided management is not a novelty. However, several sections of the economy did not still attempt for this tendency. The section of Higher Education in Brazil belongs to this list. With the expansion in the amount of Higher Education Institutions (HEI), it becomes evident that the competition in the section tends to reach levels never before verified, leading the attributes related to the quality of the teaching and of the rendered services, as well as the customer’s satisfaction to be extremely considered, when choosing the institution and the course. Related to these attributes, a high index of students’ transfers has been verified among the institutions. The aim of the present research is to evaluate the reasons that take students to transfer from one HEI to another. It was verified that the transfers are related to personal and institutional causes, and that these causes can be corrected through an effective determination of the customer’s values and the use of marketing as a correction instrument.
Key words: customers value, customer’s satisfaction, quality in the education.
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