Marketing de relacionamento no setor educacional: Proposição de ações de retenção e fidelização de estudantes de ensino médio

Abstract

In the education sector, the evasion and migration of primary school students from private to state high schools is a cause for concern. It is necessary to seek the permanence of these young people in the institution of origin, offering attractions able to guarantee the completion of school education in the same school. This environment of increasing changes requires constant innovation. Therefore, it is necessary to improve the quality of interaction with customers. Relationship marketing actions contribute for clients fidelization is the discipline that proposes to keep clients loyal by approaching, developing relationships between companies and their clients. The purpose of this work was to propose actions of relationship aiming at the retention and loyalty of students in the last stage of basic education. Therefore, it was evaluated the degree of satisfaction, the expectations and the perceptions of students in High School and at the completion phase of the Elementary School of the Marista Maria Imaculada School, in Canela – RS. The assessment was done through a case study, with the application of two quantitative and one qualitative researches. Furthermore, the study was based on theoretical foundation and evaluation of the region in which the school is located. The analysis of the results contributed to the creation of actions, which will allow the correction and improvement of the processes, systems and other factors that may influence the search for excellence in retention and customer loyalty, guaranteeing the institution the competitive advantage to keep and distinguish themselves in the market.