O marketing de relacionamento na gestão estratégica da SETREM

• Ano de defesa: 2005
• Autor(a) principal: Blume, Marcelo
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Santa Maria; BR; Engenharia de Produção; UFSM; Programa de Pós-Graduação em Engenharia de Produção
• Palavras-chave em Português: Marketing; Gestão educacional; Marketing de relacionamento; School management; Relationship marketing; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO
• Link de acesso: http://repositorio.ufsm.br/handle/1/8189

Educational institutions are immersed in a very competitive environment with a lot of changes. The improvement of administration strategies is necessary for the survival of these organizations. Customer relationship management has become one of the main competitive differences and its usage can be essential for improving satisfaction and loyalty of clients of educational services. In order to study customer relationship management in the strategic administration of Sociedade Educacional Três de Maio - SETREM, it was performed a quality and quantity research. In analyzing the results, it became clear that using customer relationship management can only reach its goal if it is centered in profound knowledge of the client and in the commitment of everybody who is involved in the process. In studying some administration processes of SETREM, it was observed that there are important indicators that allow improvement of actions, beside the development of new activities, seeking an approach of client relationship management. In the research performed, beside other data, it can be verified levels of student s loyalty and satisfaction on several levels and courses, besides making exercises about the monetary value of the client. It was also analyzed aspects of satisfaction and environment of teachers, staff and community leaders. There were suggested actions to better the intern and extern customer relationship processes of the institution. Taking the secondary and primary data collection as basis, it was possible to propose new actions established on the marketing of customer relationship for the educational strategic management aiming the increase of satisfaction and fidelity of the involved in the process.