Critérios utilizados na escolha de instituições de ensino superior privadas de Salvador.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

Private Institutions of Higher Education (IHE) have experienced an outstanding growth over the last two decades. Understanding the service user is essential in such a competitive and vitally important environment. This study aims to identify the criteria taking into consideration when choosing a private IHE in Salvador/Bahia. In order to achieve this goal four hypothesis were chosen based on the following criteria: brand, location, reference group and/or suggestions provided by close people, and infra structure. With this objective in mind a qualitative approach was done and a thirteen semi structured open questions questionnaire was elaborated. It was applied to 122 students attending the first and second semesters of the Business Administration course at five private IHE in Salvador during the month of October, 2007. At the conclusion of the study it could be perceived that among the four criteria considered to build the hypothesis brand was the most relevant. However, there were also found other criteria that should be taken into account.

ASSUNTO(S)

instituições de ensino superior criteria attributes choose critérios atributos buy administracao de empresas compra institutes of higher education escolha

ACESSO AO ARTIGO

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