O Gerenciamento das Interações entre Consumidores: Estudo em Escolas de Idiomas

Abstract

In the service environment, consumer's interaction interferes on the perception of quality and satisfaction. Consumer's compatibility is more relevant in services with long time of interaction and proximity among people, such as language courses. This research aimed to analyze how interaction among consumers is managed in language schools. We carried out a qualitative research with interviews with professionals who work in language schools in the city of São Paulo. We confirmed the importance of managing interaction among consumers in language courses. Student's age difference is a relevant factor for the services provision, since it shapes other characteristics, such as knowledge, maturity, interests, availability of schedules and motivation to carry out the course. The management of students' interaction occurs mainly due to segmentation and teachers' role in the classroom. When there is a lack on segmentation, teachers' role are more important. In these cases, teacher training and pedagogical support facilitate this activity. When there is flawed management "flexibility" and "balance" were found as means for the teacher to account for differences in the classroom, which is opposite to the desirable proactive role for preventing negative interactions. We suggest that schools manage interactions in order to provide a quality service. This study is original in approaching interaction in language schools from a management perspective.