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Abstract(s)
Objetivo – Este trabalho analisa e mede possíveis antecedentes da lealdade do aluno de cursos técnicos públicos do Instituto Federal do Triângulo Mineiro.
Metodologia – Pesquisa empírica, de corte transversal, descritiva e quantitativa confirmatória, a partir da identificação de um modelo teórico, suportado pela revisão da bibliografia, admissível de investigar possíveis relações entre variáveis antecedentes da lealdade do aluno. Os dados foram recolhidos através de um inquérito por questionário online, o qual permitiu obter uma amostra válida de 405 respondentes. As hipóteses foram testadas através de um modelo confirmatório de equações estruturais.
Resultados – Os resultados obtidos permitiram confirmar a maioria das hipóteses identificadas e respetivos níveis de associação. A lealdade do aluno é explicada em 50%, em simultâneo, pela sua satisfação, confiança e compromisso. Foram obtidos interessantes níveis de correlação e capacidades preditivas entre as variáveis do estudo. Foi assegurada a validade convergente e discriminante das escalas de medida e uma adequada qualidade psicométrica.
Limitações/implicações – A utilização de uma amostra de conveniência exige precaução na leitura dos resultados. A inexistência de estudos homólogos do ensino técnico público brasileiro dificultou a discussão e análise comparativa de resultados. A escolha de certas variáveis de estudo, como explicativas, mesmo suportadas pela revisão bibliográfica, pode constituir outra limitação. Quanto a implicações teóricas o estudo permitiu observar a pertinência e associação de certas variáveis com impacto na lealdade. As implicações práticas do estudo permitem inferir algumas sugestões para os gestores e uma gestão relacional do setor do ensino técnico, no êxito da estratégia e oferta educativa.
Originalidade/valor – Esta pesquisa é relevante, já que a lealdade do aluno é objetivo de qualquer instituição de ensino. Este trabalho propôs um novo modelo de relações antecedentes da lealdade do aluno do ensino técnico brasileiro, suscetível de permitir adotar estratégias de marketing relacional.
Purpose – This paper analyzes and measures possible antecedents of student loyalty of public technical courses of the Instituto Federal do Triângulo Mineiro. Methodology – Empirical research, cross-sectional, descriptive and quantitative confirmatory, based on the identification of a theoretical model, supported by the bibliography review, permissible to investigate possible relationships between antecedent variables of student loyalty. Data were collected through an online questionnaire survey, which allowed a valid sample of 405 respondents to be obtained. The hypotheses were tested using a confirmatory model of structural equations. Results – The results obtained confirmed most of the identified hypotheses and their respective levels of association. The student's loyalty is explained in 50%, simultaneously, for his satisfaction, trust and commitment. Interesting levels of correlation and predictive abilities were obtained among the study variables. The convergent and discriminant validity of the measurement scales and an adequate psychometric quality were ensured. Limitations/implications – The use of a convenience sample requires caution in reading the results. The lack of homologous studies of Brazilian public technical education made the discussion and comparative analysis of results difficult. The choice of certain study variables, as explanatory, even supported by the bibliographic review, may constitute another limitation. Regarding theoretical implications, the study allowed to observe the pertinence and association of certain variables with an impact on loyalty. The practical implications of the study allow us to infer some suggestions for managers and a relational management of the technical education sector, the success of strategy and educational offer. Originality/value – This research is relevant, since the loyalty of the student is the goal of any educational institution. This work proposes a new model of antecedent relations of student loyalty in Brazilian technical education, capable of allowing the adoption of relational marketing strategies.
Purpose – This paper analyzes and measures possible antecedents of student loyalty of public technical courses of the Instituto Federal do Triângulo Mineiro. Methodology – Empirical research, cross-sectional, descriptive and quantitative confirmatory, based on the identification of a theoretical model, supported by the bibliography review, permissible to investigate possible relationships between antecedent variables of student loyalty. Data were collected through an online questionnaire survey, which allowed a valid sample of 405 respondents to be obtained. The hypotheses were tested using a confirmatory model of structural equations. Results – The results obtained confirmed most of the identified hypotheses and their respective levels of association. The student's loyalty is explained in 50%, simultaneously, for his satisfaction, trust and commitment. Interesting levels of correlation and predictive abilities were obtained among the study variables. The convergent and discriminant validity of the measurement scales and an adequate psychometric quality were ensured. Limitations/implications – The use of a convenience sample requires caution in reading the results. The lack of homologous studies of Brazilian public technical education made the discussion and comparative analysis of results difficult. The choice of certain study variables, as explanatory, even supported by the bibliographic review, may constitute another limitation. Regarding theoretical implications, the study allowed to observe the pertinence and association of certain variables with an impact on loyalty. The practical implications of the study allow us to infer some suggestions for managers and a relational management of the technical education sector, the success of strategy and educational offer. Originality/value – This research is relevant, since the loyalty of the student is the goal of any educational institution. This work proposes a new model of antecedent relations of student loyalty in Brazilian technical education, capable of allowing the adoption of relational marketing strategies.
Description
Keywords
Marketing de relacionamento Lealdade Instituição de ensino Ensino técnico Ensino público Relationship marketing Technical education Public education Loyalty Educational institution