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Previous issue date: 2013-08-27 / The relationship marketing is essential to create a bond between institutions and students. Considering the importance of the development of the relationship among higher education institutions (HEI) and its students, this study aims to adapt and validate a scale to evaluate the relationship between postgraduate students and the higher education institutions which they attend, as proposed by Westbrook and Dholakia (2006), under the Brazilian context. This is a quantitative research, conducted with a sample of 343 postgraduate students, using exploratory factor analysis and reliability for refinement of the scale and confirmatory factor analysis to validate the scale in the Brazilian context. The results showed adequate levels of reliability and convergent validity, discriminant and dimensionality for the dimensions of the variables studied. The research contributes to the expansion of studies on relationship marketing in higher education institutions, since there are few studies investigating the relationship of postgraduate students and none of the instruments relating students of postgraduate programs are validated for the Brazilian context. In the final considerations, implications of this study and suggestions for future studies are presented. / O marketing de relacionamento ? essencial para que a rela??o entre as institui??es e alunos seja efetuada. Considerando a import?ncia do desenvolvimento do relacionamento entre institui??o de ensino superior (IES) e seus alunos, este trabalho teve como objetivo adaptar e validar a escala de avalia??o do relacionamento dos alunos de p?s-gradua??o com sua institui??o de ensino superior proposta por Westbrook e Dholakia (2006) no contexto brasileiro. A pesquisa, de natureza quantitativa, realizada com uma amostra de 343 estudantes de p?s-gradua??o, utilizou-se de an?lise fatorial explorat?ria e confiabilidade para purifica??o da escala e an?lise fatorial confirmat?ria para validar a escala no contexto brasileiro. Os resultados encontrados apresentaram n?veis adequados de confiabilidade, de validade convergente, de discriminante e de unidimensionalidade para as dimens?es das vari?veis estudadas. Esta pesquisa contribui para a amplia??o dos estudos sobre marketing de relacionamento em institui??es de ensino superior, uma vez que h? poucos estudos que investigam o relacionamento dos alunos da p?s-gradua??o e n?o havia instrumento validado para o contexto brasileiro para estudantes de programa de especializa??o. Nas considera??es finais, implica??es deste estudo e sugest?es para estudos futuros s?o apresentadas.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/5670 |
| Date | 27 August 2013 |
| Creators | Veber, Patr?cia Aparecida |
| Contributors | Almeida, Stef?nia Ordov?s de |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, BR, Faculdade de Administra??o, Contabilidade e Economia |
| 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:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 4410494103952189146 |
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