O marketing de relacionamento na gestão estratégica da SETREM
Autor(a) principal: | |
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Data de Publicação: | 2005 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Repositório Institucional Manancial UFSM |
Texto Completo: | http://repositorio.ufsm.br/handle/1/8189 |
Resumo: | 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. |
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2007-02-022007-02-022005-02-25BLUME, Marcelo. CUSTOMER RELASHIONSHIP MANAGEMENT IN THE STRATEGIC ADMINSTRATION OF SETREM. 2005. 175 f. Dissertação (Mestrado em Engenharia de Produção) - Universidade Federal de Santa Maria, Santa Maria, 2005.http://repositorio.ufsm.br/handle/1/8189Educational 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.As instituições educacionais estão mergulhadas em um cenário muito competitivo e de grandes mudanças. O aprimoramento das estratégias de gestão é uma necessidade para a sobrevivência destas organizações. O marketing de relacionamento vem se tornando um dos principais diferenciais competitivos. Sua utilização pode ser essencial na melhoria da satisfação e fidelização de clientes dos serviços educacionais. Para estudar o marketing de relacionamento na gestão estratégica da Sociedade Educacional Três de Maio - SETREM, foram realizadas pesquisas qualitativas e quantitativas. Na análise dos resultados, ficou claro que a implantação do marketing de relacionamento, somente atingirá seus objetivos, se estiver centrada no profundo conhecimento do cliente e no comprometimento de todas as pessoas envolvidas no processo. Estudando-se alguns processos de gestão da SETREM, constatou-se a existência de indicadores importantes que permitem o aperfeiçoamento de ações, além do desenvolvimento de novas atividades, visando uma abordagem de marketing de relacionamento. Nas pesquisas realizadas, dentre outros dados, pôde-se verificar índices de fidelização e satisfação dos estudantes nos diversos níveis e cursos, além de realizar ensaios sobre o valor monetário do cliente. Também foram analisados aspectos de satisfação e envolvimento de professores, funcionários e lideranças da comunidade. Foram propostas ações de melhorias dos processos de relacionamento com o público interno e externo da instituição. Tendo por base os levantamentos de dados secundários e primários, foi possível propor novas ações para a gestão estratégica educacional, baseadas no marketing de relacionamento, visando o aumento da satisfação e da fidelização dos envolvidos no processo.application/pdfporUniversidade Federal de Santa MariaPrograma de Pós-Graduação em Engenharia de ProduçãoUFSMBREngenharia de ProduçãoMarketingGestão educacionalMarketing de relacionamentoMarketingSchool managementRelationship marketingCNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAOO marketing de relacionamento na gestão estratégica da SETREMCustomer relashionship management in the strategic adminstration of SETREMinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisRocha, Rudimar Antunes dahttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4723029T7Oliveira, Joao Helvio Righi dehttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4797219Z0http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4734445D3Blume, Marcelo30080000000540050030030046437626-ea20-4f72-9e01-cc4985dee596e4cd96e5-0214-4205-8f90-7ed2dbd0bf2963f94315-1157-4d1c-a162-d58cf9ef0489info:eu-repo/semantics/openAccessreponame:Repositório Institucional Manancial UFSMinstname:Universidade Federal de Santa Maria (UFSM)instacron:UFSMORIGINALMARCELOBLUME.pdfapplication/pdf1070735http://repositorio.ufsm.br/bitstream/1/8189/1/MARCELOBLUME.pdff229e613869c636b8bd98973bd60164aMD51TEXTMARCELOBLUME.pdf.txtMARCELOBLUME.pdf.txtExtracted texttext/plain261250http://repositorio.ufsm.br/bitstream/1/8189/2/MARCELOBLUME.pdf.txt568b8bf12d8758ae47fb8af566828196MD52THUMBNAILMARCELOBLUME.pdf.jpgMARCELOBLUME.pdf.jpgIM Thumbnailimage/jpeg6045http://repositorio.ufsm.br/bitstream/1/8189/3/MARCELOBLUME.pdf.jpg8efe2fa56f361accb6ced5e686c9122fMD531/81892021-07-26 14:37:44.845oai:repositorio.ufsm.br:1/8189Repositório Institucionalhttp://repositorio.ufsm.br/PUBhttp://repositorio.ufsm.br/oai/requestouvidoria@ufsm.bropendoar:39132021-07-26T17:37:44Repositório Institucional Manancial UFSM - Universidade Federal de Santa Maria (UFSM)false |
dc.title.por.fl_str_mv |
O marketing de relacionamento na gestão estratégica da SETREM |
dc.title.alternative.eng.fl_str_mv |
Customer relashionship management in the strategic adminstration of SETREM |
title |
O marketing de relacionamento na gestão estratégica da SETREM |
spellingShingle |
O marketing de relacionamento na gestão estratégica da SETREM Blume, Marcelo Marketing Gestão educacional Marketing de relacionamento Marketing School management Relationship marketing CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO |
title_short |
O marketing de relacionamento na gestão estratégica da SETREM |
title_full |
O marketing de relacionamento na gestão estratégica da SETREM |
title_fullStr |
O marketing de relacionamento na gestão estratégica da SETREM |
title_full_unstemmed |
O marketing de relacionamento na gestão estratégica da SETREM |
title_sort |
O marketing de relacionamento na gestão estratégica da SETREM |
author |
Blume, Marcelo |
author_facet |
Blume, Marcelo |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Rocha, Rudimar Antunes da |
dc.contributor.advisor1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4723029T7 |
dc.contributor.referee1.fl_str_mv |
Oliveira, Joao Helvio Righi de |
dc.contributor.referee1Lattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4797219Z0 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4734445D3 |
dc.contributor.author.fl_str_mv |
Blume, Marcelo |
contributor_str_mv |
Rocha, Rudimar Antunes da Oliveira, Joao Helvio Righi de |
dc.subject.por.fl_str_mv |
Marketing Gestão educacional Marketing de relacionamento |
topic |
Marketing Gestão educacional Marketing de relacionamento Marketing School management Relationship marketing CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO |
dc.subject.eng.fl_str_mv |
Marketing School management Relationship marketing |
dc.subject.cnpq.fl_str_mv |
CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO |
description |
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. |
publishDate |
2005 |
dc.date.issued.fl_str_mv |
2005-02-25 |
dc.date.accessioned.fl_str_mv |
2007-02-02 |
dc.date.available.fl_str_mv |
2007-02-02 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
BLUME, Marcelo. CUSTOMER RELASHIONSHIP MANAGEMENT IN THE STRATEGIC ADMINSTRATION OF SETREM. 2005. 175 f. Dissertação (Mestrado em Engenharia de Produção) - Universidade Federal de Santa Maria, Santa Maria, 2005. |
dc.identifier.uri.fl_str_mv |
http://repositorio.ufsm.br/handle/1/8189 |
identifier_str_mv |
BLUME, Marcelo. CUSTOMER RELASHIONSHIP MANAGEMENT IN THE STRATEGIC ADMINSTRATION OF SETREM. 2005. 175 f. Dissertação (Mestrado em Engenharia de Produção) - Universidade Federal de Santa Maria, Santa Maria, 2005. |
url |
http://repositorio.ufsm.br/handle/1/8189 |
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300800000005 |
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info:eu-repo/semantics/openAccess |
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openAccess |
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Universidade Federal de Santa Maria |
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Programa de Pós-Graduação em Engenharia de Produção |
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UFSM |
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Engenharia de Produção |
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Universidade Federal de Santa Maria |
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