As relações entre confiança, valor e lealdade no contexto do ensino superior presencial

• Ano de defesa: 2010
• Autor(a) principal: Kleinowski, Hamilton Luis
• Orientador(a): Sampaio, Cláudio Hoffmann
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: ADMINISTRAÇÃO; MARKETING DE RELACIONAMENTO; CONFIANÇA NA EMPRESA; ENSINO SUPERIOR
• Link de acesso: http://hdl.handle.net/10923/1136

The relationship marketing has been an area of great interest for the researchers and marketing professionals. Several studies have been developed in different segments, but in function of the crescent increase of the competition in the last years, it wakes up the interest of the academy in the education segment. In this context, the subjects related to the formation of the loyalty arise, especially the importance of the trust and of the value in the formation of a base of loyal customers. One of more respected studies involving these three constructos was published by Sirdeshmukh, Singh and Sabol in 2002, being applied in the Brazil in different contexts, including the higher education level. These authors divide the trust in two facets, trust in the politics and managerial practices and trust in the frontline employees. Because of the contradictory results of the influence of the trust in the frontline employees in the value and in the loyalty, the objective of this work was to dismember this facet in two dimensions; trust in the teachers and trust in the employees of the institution, analyzing the interrelation of these dimensions with the other constructos of the model. For so much, a survey was accomplished with graduation students in administration of a university in the metropolitan area of Porto Alegre city. The results obtained through the application of the technique of modeling of structural equations confirmed 5 of the 9 developed hypotheses. The trust in the teachers and the trust in the employees influenced the trust in the politics and managerial practices positively, the trust in the politics and managerial practices and the trust in the teachers had positive impact in the value, and the value had strong influence in the formation of the students' loyalty.These results prove that the facet trust division in the frontline employees in trust in the teachers and trust in the employees can present relationships different with the other analyzed constructos. Finally, academic and managerial implications are presented, as well as the limitations of the study and the suggestions for future researches.