O IMPACTO DA QUALIDADE DE ENSINO NA CONSTRUÇÃO DO RELACIONAMENTO ENTRE ALUNO E MARCA DA UNIVERSIDADE

Abstract

ABSTRACT The objective of this study is to evaluate the influence of the quality of education on the relationship between students and the university ́s brand. Therefore, the research hypothesis is that the rela tionship student - student and professor - student, the structure offered by the universities, the professor ́s qualification and the teaching methods, all factors of the quality of education, positively influence the student's relationship with the brand of th e university. With this in mind, it is proposed a new scale to measure the quality of education and it is used a scale of the quality of relationship previously validated in the Brazilian context. The study was done in three steps: (1) bibliographic resear ch and in - depth interview to generate the items for the quality of education scale, (2) survey to purify the items of the quality of education scale and (3) new survey to validate the quality of education scale and hypothesis test through Structural Equati on Modeling. Results show that the influence of the quality of education in student ́s relationship with the university ́s brand overtake 75.9%. It was also found that students with no fellowship, men and those who are at the beginning of the course are more sensitive to that relationship.

Keywords

• university management
• quality of education
• relationship with the brand