Marketing de relacionamento como estratégia para fidelização e retenção de alunos em instituições de ensino superior

Abstract

Relationship marketing has become increasingly important for day-to-day relationships, within educational institutions, in work environments as well as in the market where it comes with the role of creating lasting relationships between customer and company. The main focus of relationship marketing is to create long-term relationships with the customer, thus making the customer the main focus of the organization. This study is also aimed at higher education institutions (HEIs) and aims to understand how relationship marketing practices can contribute to a good relationship between teachers and the entire academic community. Therefore, the general objective of this research is to identify which relationship marketing practices are used to retain and build student loyalty at IFPI Campus Angical. To achieve the objectives of this study, we intend to carry out a qualitative case study applying a questionnaire with closed questions to the entire academic community. The databases that were used to contextualize this topic were Spell, Google Scholar and Scielo. The results of the qualitative analysis showed that relationship marketing, the retention and retention of students is a topic that is little debated, and that in view of this, more studies focused on this topic in the academic world are recommended