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Previous issue date: 2008-09-04 / 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 / Neste trabalho apresenta-se o resultado de uma pesquisa aplicada nas entidades educacionais de terceiro setor, com o objetivo de demonstrar se a participa??o financeira influencia a percep??o dos usu?rios quanto ? imagem dessas entidades. Para tanto utilizou-se a perspectiva integrativa do marketing de relacionamento adaptando-se e desenvolvendo um conjunto de indicadores que suportassem a mensura??o das imagens a partir do modelo de Machado et al (2005) e Kotler e Fox (1994). A amostra contemplou um total de 187 pais e respons?veis financeiros em 03 (tr?s) institui??es de ensino na cidade de Natal/RN. Esses dados foram tratados atrav?s de an?lises estat?sticas multivariadas, an?lise fatorial, regress?o linear, an?lise de cluster e an?lise discriminante. A an?lise fatorial possibilitou identificar 6 imagens percebidas pelos usu?rios dos servi?os. Em seguida foram observadas as rela??es de causa e efeito entre a participa??o financeira e as imagens formadas. Na an?lise discriminante, identificou-se dois grupos distintos de pais e respons?veis financeiros com percep??es semelhantes e bem definidas. O resultado do trabalho demonstra que o n?vel diferenciado de participa??o financeira dos pais e respons?veis n?o influencia na forma??o das imagens formadas das institui??es educacionais do terceiro setor
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/12102 |
| Date | 04 September 2008 |
| Creators | Costa, Gilmara Mendes da |
| Contributors | CPF:59550767000, http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4701722H7, M?l, Anderson Luiz Rezende, CPF:03040553607, http://lattes.cnpq.br/4968429773311336, Sousa, Washington Jos? de, CPF:23054042472, http://lattes.cnpq.br/2387611219688981, Lopes, Fernando Dias |
| Publisher | Universidade Federal do Rio Grande do Norte, Programa de P?s-Gradua??o em Administra??o, UFRN, BR, Pol?ticas e Gest?o P?blicas; Gest?o Organizacional |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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