Uma análise de percepção de valores de funcionários de instituições financeiras sobre cursos de especialização em finanças: um estudo de caso em Juiz de Fora

• Autor(a) principal: Lobo, João Roberto Marques
• Data de Publicação: 2005
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal Fluminense (RIUFF)
• Texto Completo: https://app.uff.br/riuff/handle/1/20275
• topic: marketing; segmentação de mercado; posicionamento competitivo; recursos humanos; proposição de valor.; marketing, market segmentation, competitive position, human resources, value proposition.; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO

The present study aims to identify and analyse the value attributes which in the perspective of the potential customers of specialization in finances courses determine the choice of the institution of superior teaching IST which will be prioritized by those customers. The attributes considered important in the choice of a specialization course were outlined from the integrated approach for services described by Lovelock and Wright (2004), and composed by the following marketing elements: product, place and time, process, productivity, people, promotion and education, physical evidence and price. The relevance of this study consists of enabling the IST to create marketing strategies which take into account those attributes prioritized by the potential customers as value generators. For this purpose, an investigation was conducted, using interviews with two hundred and thirteen employees of the financial sector of the town of Juiz de Fora. The results obtained show those attributes which the target public of the post graduation course have as the most relevant to be offered by the IST, and that therefore, should be used by the organizations of the sector as a reference to their marketing strategies