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Análisis y evaluación del servicio de formación universitaria: implicaciones para el marketing estratégico de las universidades

  • Autores: Teresa Fayos Gardó, Martina G. Gallarza, David Servera Francés, Francisco Javier Arteaga Moreno Árbol académico
  • Localización: Revista de investigación en educación, ISSN-e 2172-3427, ISSN 1697-5200, Vol. 9, Nº. 2, 2011, págs. 133-152
  • Idioma: español
  • Enlaces
  • Resumen

    • El objetivo principal de este trabajo es el de realizar un análisis descriptivo que ilustre la particularidad del servicio de formación universitaria, tanto en lo que respecta a su evaluación como a su elección por los consumidores. Para ello, en la exposición del marco teórico se abordará el servicio de formación universitaria tanto desde la perspectiva de estudio que ofrece la investigación del comportamiento del consumidor, como desde una perspectiva de análisis estratégico. A continuación se exponen los resultados de un estudio empírico exploratorio realizado a estudiantes valencianos de la rama de empresa sobre la evaluación de los diferentes paraservicios, así como de su nivel general de satisfacción. Se proponen análisis de correspondencias para identificar factores explicativos de la elección de centros públicos o privados, religiosos o laicos. Las implicaciones para la gestión estratégica de las universidades son también abordadas.

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