Mario Raposo

Using a Satisfaction Index to Compare Students' Satisfaction During and After Higher Education Service Consumption

This study explores the factors that influence students’ satisfaction with higher education services and assess how they change after graduation, when students enter the labour market. To achieve the objectives, a survey was performed on two occasions, 2002 and 2008. Data on satisfaction were collected from current and former students in order to test the conceptual model of satisfaction formation using partial least squares path modelling and estimate the satisfaction index. The results show that the overall satisfaction level is almost similar in the two samples, nevertheless, the weights in the explanatory model of satisfaction changed between the two samples. With the exception of quality perception, all other factors show an increase in importance. This paper presents an innovative approach to students’ satisfaction with higher education services as it compares current and former students’ satisfaction and extends current knowledge on the importance of professional experience for satisfaction.

O MARKETING NO ENSINO SUPERIOR: COMPARATIVO BRASIL-PORTUGAL

Ao abordar o marketing aplicado ao ensino superior, este estudo tem como objetivos discutir os conceitos teoricos do marketing educacional e aplicalos aos contextos brasileiro e portugues. Tendo em consideracao que o marketing educacional tem a sua maior expressao nos E.U.A., a sua aplicacao a diferentes realidades e culturas requer adaptacoes. Inicialmente, fez-se uma revisao dos conceitos tradicionais de marketing educacional, com enfase nas vantagens, desvantagens e no marketing-mix aplicado a educacao. Posteriormente realizou-se uma caraterizacao dos contextos atuais do ensino superior no Brasil e em Portugal, e fez-se uma comparacao da aplicacao do marketing educacional nas realidades brasileira e portuguesa, focando as analises no marketing-mix educacional. Percebeu-se que o ensino superior no Brasil tem carateristicas muito diversas do ensino superior em Portugal e ambos divergem na aplicacao dos conceitos mais tradicionais do marketing a educacao. Desta forma, faz-se necessaria a construcao de abordagens teoricas especificas para a aplicacao do marketing educacional a diferentes nacoes.