O valor da marca em instituições do ensino superior na perspetiva do consumidor. Caso prático: Instituto Superior Politécnico Católico de Benguela
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Data
2017
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Resumo
O Valor da Marca em Instituições de Ensino Superior é um tema muito sugestivo que
tem sido abordado por alguns pesquisadores, onde são desenvolvidas teorias a respeito deste
tema bastante pertinente, de forma a saber o que os consumidores mais valorizam no seu
processo de decisão, nomeadamente na hora da escolha do melhor serviço.
Neste contexto o presente estudo, pretende determinar os critérios mais relevantes para
valorização de uma Marca de Ensino Superior na ótica dos próprios estudantes, tendo como caso
prático o Instituto Superior Politécnico Católico de Benguela (ISPOBAB), onde os objetivos
específicos consistem em: (1) Estudar os fatores que determinam o valor de uma marca, (2) Saber
quais são as fontes de valor da marca mais importantes, em Instituições de Ensino Superior, na
perspetiva dos estudantes do ISPOCAB, (3) Saber qual o valor da marca em estudo, na ótica da
instituição (ISPOCAB) e (4) Comparar a perceção de valor da marca (ISPOCAB) determinada
pelos estudantes, com o valor da marca determinada pela Instituição.
Em termos metodológicos, a revisão da literatura permitiu recolher as informações
necessárias para definir o problema de investigação, os objetivos e as hipóteses. Para validar as
hipóteses e responder aos objetivos, elaborou-se um questionário estruturado com 38 perguntas,
sendo que 25 questões foram avaliadas pela escala de Likert em 5 pontos e 13 questões que são
de carácter sociodemográfico. O questionário foi aplicado no Instituto Superior politécnico
Católico de Benguela (ISPOCAB), onde participaram os estudantes dos cursos de Ciências da
Educação e Contabilidade e Gestão, das mais variadas idades. Obtivemos um total de 273
questionários devidamente preenchidos, que serviram para efetuar a análise estatística dos
resultados, com a ajuda do software SPSS e SAS Guide.
The value of the Brand in Higher Education Institutions is a very suggestive theme that has been approached by some researchers, where the theories about this subject are developed quite pertinent, so as to know what consumers value most in their decision process, namely At the time of choosing the best service. In this context, the present study intends to determine the most relevant criteria for valuing a Higher Education Mark from the perspective of the students themselves, having as practical case the Benguela Catholic Higher Polytechnic Institute (ISPOBAB), where the specific objectives consist of: ) To study the factors that determine the value of a brand, (2) To know what are the most important sources of brand value in Higher Education Institutions, from the perspective of ISPOCAB students, (3) Knowing the brand value in (ISPOCAB) and (4) Compare brand perception (ISPOCAB) determined by the students, with the value of the brand determined by the Institution. In methodological terms, the literature review allowed us to gather the necessary information to define the research problem, the objectives and the hypotheses. To validate the hypotheses and to answer the objectives, a structured questionnaire was elaborated with 38 questions, 25 questions being evaluated by the Likert scale in 5 points and 13 sociodemographic questions. The questionnaire was applied at the Benguela Catholic Polytechnic Higher Institute (ISPOCAB), where the students of the Education, Accounting and Management Sciences courses of the most varied ages participated. We obtained a total of 273 completed questionnaires, which were used to perform the statistical analysis of results, with the help of SPSS and SAS Guide software.
The value of the Brand in Higher Education Institutions is a very suggestive theme that has been approached by some researchers, where the theories about this subject are developed quite pertinent, so as to know what consumers value most in their decision process, namely At the time of choosing the best service. In this context, the present study intends to determine the most relevant criteria for valuing a Higher Education Mark from the perspective of the students themselves, having as practical case the Benguela Catholic Higher Polytechnic Institute (ISPOBAB), where the specific objectives consist of: ) To study the factors that determine the value of a brand, (2) To know what are the most important sources of brand value in Higher Education Institutions, from the perspective of ISPOCAB students, (3) Knowing the brand value in (ISPOCAB) and (4) Compare brand perception (ISPOCAB) determined by the students, with the value of the brand determined by the Institution. In methodological terms, the literature review allowed us to gather the necessary information to define the research problem, the objectives and the hypotheses. To validate the hypotheses and to answer the objectives, a structured questionnaire was elaborated with 38 questions, 25 questions being evaluated by the Likert scale in 5 points and 13 sociodemographic questions. The questionnaire was applied at the Benguela Catholic Polytechnic Higher Institute (ISPOCAB), where the students of the Education, Accounting and Management Sciences courses of the most varied ages participated. We obtained a total of 273 completed questionnaires, which were used to perform the statistical analysis of results, with the help of SPSS and SAS Guide software.
Descrição
Orientação: Paula Rita
Vitorino de Carvalho
Palavras-chave
MESTRADO EM GESTÃO DE EMPRESAS, INSTITUTO SUPERIOR POLITÉCNICO CATÓLICO DE BENGUELA, GESTÃO DE EMPRESAS, ENSINO SUPERIOR, IMAGEM DE MARCA, CONSUMIDORES, INSTITUIÇÕES EDUCATIVAS, ESTUDOS DE CASO, ANGOLA, BENGUELA, INSTITUTO SUPERIOR POLITÉCNICO CATÓLICO DE BENGUELA, BUSINESS MANAGEMENT, HIGHER EDUCATION, BRAND IMAGE, CONSUMERS, EDUCATIONAL INSTITUTIONS, CASE STUDIES, ANGOLA, BENGUELA, GESTÃO, MANAGEMENT