Imagens do terceiro setor: um estudo com pais e responsáveis financeiros das organizações educacionais / Imagens do terceiro setor: um estudo com pais e responsáveis financeiros das organizações educacionais

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

The present report is the result of an applied research in the educational entities of the third sector, aiming to demonstrate whether the financial influences the perception of users on the image of those entities. For both used the prospect of integrative marketing relationship adapting to and developing a set of indicators which bore the measurement of images from the model of Machado et al (2005) and Kotler and Fox (1994). The sample included a total of 187 parents and financial responsibility in 03 (three) institutions of education in Natal / RN. These data were processed by multivariate statistical analysis, factor analysis, linear regression, analysis of cluster and discriminant analysis. The factor analysis also identified 6 images perceived by users of services. Next were the relationships of cause and effect between the financial and images formed. In discriminant analysis, was identified two distinct groups of parents and guardians with financial perceptions similar and well defined. The result of the work shows that the differential level of financial participation of parents and guardians not influence the formation of the images formed from educational institutions of the third sector

ASSUNTO(S)

administracao marketing de relacionamento marketing relationship third sector imagens images educational entities entidades educacionais terceiro setor

ACESSO AO ARTIGO

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