Factors that influence the indication of a public federal education institution by its students through buzz marketing

Dalmonech, Hildo Anselmo Galter; Goularte, Marko Aurélio; Ramos, Paulo; Monte-mor, Danilo Soares

doi:10.21529/recadm.2016003

Cited by 2 publications

(5 citation statements)

References 29 publications

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“…When the data with the interaction of the dummy Treat were analyzed, it was observed that the variable "Quality" continues to be significant with the same level of 90 and 95% confidence respectively in the groups with and without control, but the word-of-mouth marketing practiced by the students do not need to think about the EI quality anymore, as there is now no doubt about the EI quality, demonstrating that WOM marketing enhances the effect of this variable on EI's rejecting the hypothesis H1b, confirming that WOM marketing practiced by EI students influences the decision of new students. (Berger, 2014;Santiago et al, 2014;Dalmonech et al, 2016).…”

Section: Methodologiesmentioning

confidence: 99%

“…Brooks (1957), Arndt (1967), Bickart and Schindler (2002), Silva et al (2008) The studies on WOM marketing have been already widespread; however, some answers have not been clarified yet. The results so far point out that WOM marketing is frequent and important for consumer's behavior, what may influence other consumers to choose the product or service (Berger, 2014;Pereira et al, 2015;Voyer, & Ranaweera, 2015;Dalmonech et al, 2016;Herold et al, 2016;Wien, & Olsen, 2017;Le, 2018).…”

Section: Wom Marketingmentioning

confidence: 99%

“…In Brazil, for example, it can be verified that the behavior of WOM marketing action from students influences on the decision by an EI (Santiago et al, 2014), it also indicates services provided by a Public EI and the behavior of the WOM marketing is directly linked to students' satisfaction (Dalmonech et al, 2016). And there is a larger influence for a Particular EI due to publicity made by its students and ex-students than investments made with external marketing (Silva et al, 2008).…”

Section: Wom Marketingmentioning

confidence: 99%

See 2 more Smart Citations

The Indirect Influence of Mouth-to-Mouth Marketing on the Choice Criterion of Public Education Institutions

Dalmonech¹,

Monte-mor²

2020

Revista Gestão e Inovação

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Several studies show a positive influence from word of mouth [WOM] marketing on the choice criterion of an Education Institution [EI]. However, these researches did not investigate the indirect effect from WOM marketing on such choices. Moreover, the setting commonly used is also influenced by self-selection problems, which could result in biased estimators for the effect of WOM marketing on choice criterion for an EI. This study aims to verify if prior suggestion by students' Education Institution through WOM marketing influences indirectly the choice criterion of new students for such institution. A model that compare the choice criterion of students that were exposed to WOM marketing with students that were not was built to mitigate endogenous features related to these criteria and also minimize self-selection problems. We performed a questionary with students from an EI that were and were not exposed to WOM marketing based on the seven most widely factors that influence the choice criteria. At the end, we obtained 1220 valid answers. Multiple linear regression tests were carried out to verify the degree of association between the EI criteria and each one of the seven factors among both groups of students. The results show there is no evidence that WOM marketing systematically has straight effect on students' choice criterion by an IE. However, other results review that WOM marketing can enhance influence on some variables that interfere on students' choice criterion by an IE.

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Section: Methodologiesmentioning

confidence: 99%

Section: Wom Marketingmentioning

confidence: 99%

Section: Wom Marketingmentioning

confidence: 99%

See 1 more Smart Citation

The Indirect Influence of Mouth-to-Mouth Marketing on the Choice Criterion of Public Education Institutions

Dalmonech¹,

Monte-mor²

2020

Revista Gestão e Inovação

Self Cite

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“…A qualidade nos serviços prestados tem-se mostrado fundamental para que as organizações obtenham sucesso, o que faz com que elas, desde a década de 1980, se esforcem cada vez mais para atender às expectativas de seus clientes e usuários no que diz respeito à qualidade dos serviços. É possível perceber uma forte ligação entre a qualidade e o valor que os clientes/usuários percebem nos serviços (DALMONECH et al, 2016). A escolha do cliente sobre qual instituição lhe prestará o serviço de que necessita está diretamente ligada à qualidade dos serviços oferecidos (CHACON et al, 2022).…”

Section: A Qualidade Em Serviços No Ensino Superiorunclassified

“…Estas instituições devem buscar alcançar as expectativas de seus discentes, para que a percepção da qualidade por parte destes seja cada vez maior e eles se mantenham leais à instituição e a recomendem a terceiros. Quando não se consegue atingir o nível de expectativas dos estudantes, eles, consequentemente, acabam apresentando um nível baixo de satisfação com os serviços prestados (DALMONECH et al, 2016). O atendimento das necessidades e a superação das expectativas são aliados na fidelização dos clientes junto às instituições (CHACON, 2022).…”

Section: A Qualidade Em Serviços No Ensino Superiorunclassified

Metodologias de Avaliação de Serviços no Ensino Superior: Experiências a partir da Ferramenta SERVQUAL

Cabral

Mortari

2023

R. Ci. Adm.

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No ensino superior um parâmetro avaliado é a qualidade dos serviços. Uma ferramenta recorrentemente utilizada na avaliação de serviços no ensino superior é a SERVQUAL. Este estudo visa identificar como a SERVQUAL é acionada para a avaliação de serviços nas instituições de ensino superior de acordo com as publicações do quinquênio 2014-2019 da biblioteca eletrônica SPELL, a fim de identificar se a ferramenta satisfaz as necessidades de avaliação de serviços nas instituições de ensino superior e se possibilita a obtenção de dados confiáveis. Para tanto, buscou-se através de palavras-chave que combinem pelo menos dois termos entre os seguintes: Qualidade, SERVQUAL, Ensino Superior, Qualidade em Serviços, Avaliação, e Avaliação de Políticas Públicas. Da análise dos resultados percebeu-se que a ferramenta tem sido largamente utilizada, tanto no Brasil como no exterior, mostrando-se confiável para a avaliação dos serviços prestados por instituições de ensino superior.

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Factors that influence the indication of a public federal education institution by its students through buzz marketing

Cited by 2 publications

References 29 publications

The Indirect Influence of Mouth-to-Mouth Marketing on the Choice Criterion of Public Education Institutions

The Indirect Influence of Mouth-to-Mouth Marketing on the Choice Criterion of Public Education Institutions

Metodologias de Avaliação de Serviços no Ensino Superior: Experiências a partir da Ferramenta SERVQUAL

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