Marketing e serviço público: pesquisa de marketing como ferramenta para a melhoria da qualidade de gestão de uma IFES

Abstract

The current scenario of public administration evolution is marked by increased pressure for services that meet the real needs of the population, which imposes new challenges to public managers. In this context it is characteristic the adoption of technical and culture of private sector to implement improvements. In this work is applied the marketing research in a Federal Institution of Higher Education (IFES), whose goal is to measure the degree of satisfaction with the services provided. The research is based on supplementary education services, which are, provision of infrastructure, library service, information technology, catering, internal collective transport and providing scholarships and grants. A quantitative survey of cross-sectional study with a stratified sample of 376 undergraduate students was made. Were raised aspects of academic life, socioeconomic data, degree of importance and satisfaction attributed to the service and its features. The results showed that the most important service is the provision of Scholarships and grants, and the least important is Internal collective transport. Regarding satisfaction, the service with the best assessment was Library, and the worst evaluation was Scholarships and grants. As support tool for decisions prioritizing improvements it was carried out the analysis importance-satisfaction about the services and their characteristics. It was found that all services need to be improved, and Scholarships and grants require an 'urgent action'. Further investigation was also carried out statistical inferences, using Student's t-test was rejected the null hypothesis that the students were satisfied with the services. Also were made comparisons between the sample groups to identify differences in the evaluation of services. By Student's t-test for two samples and the Kruskal-Wallis test for k samples was found no significant differences in the assessments of services for issues like turn the course and sex, but there are differences in the assessments of the services when they were compared student representatives and not representatives, as well as between students of the city of Juiz de Fora and other cities, and between students of different income levels. It is observed that the results of this research represent good indicators of the students' perception regarding the satisfaction and importance of supplementary services provided by IFES. Thus, it is suggested the adoption of marketing research in the institution, because it is believed that such information may contribute positively in the decision making process concerning the implementation of improvements in public services. At the end it is also intended to deepen the studies on the importance-satisfaction analysis by combining different methods of analysis.