Espacios. Vol. 34 (3) 2013. Pág. 4
New age of Innovation: focus on customer relationship – Identification of Students Profile of an Education Network
Nova era de inovação: foco no relacionamento com o cliente - Identificação dos Estudantes Perfil de uma Rede de Educação
Recibido: 01-09-2012 - Aprobado: 12-12-2012
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Currently the market has customer each more exigent and to obtain knowledge about its target public to adopt best strategies of negotiation can do all the difference. Of this way, the organizations must concern in understanding which are the desires, needs and expects in relation to the their products in order to keep current customers and capture that are considered potential. However for this, it is necessary to acquire knowledge about them identifying their objectives, expects, perspectives and desires.
According to Rodrigues and Fernandez (2006), the global competitiveness is obliging the organizations are always reassessing their strategies of performance, in order to guarantee best results, that can be financial or by the market participation.
When the question refers to the customers, the focus is to establish relationships based in the learning of their needs and desires, offering correct products and maintenance of this relation along the time to obtain the identification with the mark and guarantee of loyalty from customers (GAVA et al; 2005).
Of this way through the customer knowledge, the organizations can make a strategic attendance to the customer offering products and services to the distinct level according to the needs and desires of customers.
In this sense was checked that the obtaining of knowledge of their customers to the strategic attendance according to the perspective of customer is necessary. As soon as the present search has as objective the understanding and obtaining of knowledge of the students of a education network to trace the students profile to capture new students, in other words, potential customers.
Currently the public contest call attention of the people by the question of economic stability of majority of the peoples. The public contest democratized the entrance or admission in the public careers and it meets its role of adequate way (ARTIGONAL, 2010).
Second Koike, Komatsu and Moura (2009)in the current political landscape, the Lula government, the market of public contest in the middle grew 40% to the year, what consequently results in great results for the preparatory schools for the contest. Data from National Association of Protection and Support to the Contests demonstrate that approximately there is 10 million of inscription for the tests of public contest, where of the total of this amount about 3 million perform preparatory course before of the exam.
In this context second Lemos (2009) the market of public contest is in continuous growth and is an excellent opportunity of business for those who already operate in the education area or have intentions of exploring the sector. This entails the interest of investors in preparatory course for the context, because these kinds of courses are not regulated by Education Ministry (MEC). For 2010 there was the preview of occurrence of realization for more 50 thousand vacancies in public contest, what resulted in a great amount of people that make contest.
Of this way according to the data raised was checked that with the opening of contests, there will be demand of people that are interested in contests where the process of obtaining of new students in the preparatory courses of contests must be efficient. Where the analyses of target public and of market for the best strategies of captation of new students must be made and became necessary. In this context the section will approach the aspects with relation to market analysis of market for better understanding of theme approached.
In environments where the customers are increasingly demanding, the organizations have great concerns in relation to their customers, requiring the assiduous knowledge of its target public. In this sense becomes necessary to analyze the market in which the organization is inserted with the focus for the customers. Thus, in order to identify the feature of target public in the market analysis.
Second Finotti (2004) the organizations face with decisions in relation to the consumer market, where can take them to win or lose amounts. In this sense by the relevance of knowing more deeply the market in which the organization is inserted becomes necessary.
With relation to the point of view of innovation, second Prahalad and Krishnan (2008), the new age of innovation is the innovation focused in the relationship with customer. The new age of innovation shows that the key for the creation of value and for the growth of all the businesses in the future depends of the access of a global net of resources to create unique experiences, with and for customers. Of this way, the knowledge about this becomes essential.
Second Churchill and Peter (2000) the behavior of customer refers to the thoughts, feelings, actions and influences on them that determine changes. In this context the organization make the segmentation of market that is the process of dividing the values or behaviors of purchase similar becoming it necessary to know assiduously its target public.
However the value courses of unique and customized experiences (PRAHALAD and KRISHNAN, 2008). Still second Churchill and Peter (2000) market analyses consist in the understanding of company market, as well as all the involved in this market, customers, competitors in data and information where the company acts. Allowing the knowledge of the place where the product or service is. The market is compost by the environment of place organization is inserted, product offered, concurrence and by the consumer profile. In this sense to obtain knowledge of target public is necessary to segmental the market or categorize the customers, according to Kotler (2005) a market segment consist in a group where is identified from their similar preferences, purchasing power, geographical location, purchase attitudes and habits.
Second Kotler and Keller (2006) the understanding of customer provides major conditions for that of this way the organization can available the correct products with the use of the forms of correct manner. The identification of who are the consumer, his current position or intended in the professional scale, his life style, his references for the consumption and what waits with the acquisition of a product or service, among others, make part of a complex survey, however is essential.
Thus of this manner through of the consumer knowledge, the organizations can make a strategic attendance to the consumer offering products and services to a distinct level according to needs and desires from customers.
In this context there is a need of understanding new expects, abilities and behaviors of final consumers in constant mutation. From then, their preferences and needs begin to compose the database of a company, here there is a modern trend of considering the experience of a customer each time.
In this sense we check that obtaining of knowledge of their consumers for the strategy attendance according to the perspective of the customer is necessary. As soon as the present search will have as objective the understanding and obtaining of knowledge of students from a education network to trace the students profile to define what strategy to be adopted to capture new students, in other words, potential customer.
3.1 Relationship with Customer x Relationship Marketing
Second Gordon (1999) the Relationship Marketing is a process of identifying and creating new values with individuals customers and to share of its benefits during a lifetime of partnership. Being a species of condition that the company must follow for that the company knows what customer wants, creating an understanding in the customer mind of important and, thus, met with customized products in mass, processes and services and of communications. However the value courses of unique and customized experiences of customers (PRAHALAD and KRISHNAN, 2008).
But in the view of Kloter and Armstrong (2003), the Relationship Marketing means to create, keep and improve strong relationships with customers and other interested. There is the need of executing strategies for the attraction of new customers and to create and keep with them, besides of retaining those that already exists as intention of profitable and sustainable. Being a science and art of discovery, retention and cultivation of profitable customers.
The Relationship Marketing has as objective to build relationship long-term, where the relationship management with customers is a business approach that earmark to understand and influence the behavior of the customers, through of the use of significant communication to improve the their purchases, retention, loyalty and profitability.
Second Crescitelli (2003) what resulted a change in the traditional conception of marketing to be obsolete, certainly the question of evolution of market that essentially is marked by the fact of change in the behavior of the customers and the constant competitiveness. According to Kotler (2000, p. 68):
It is necessary give special attention as far to maintenance of customers already conquered, because the loss of a consumer is very harmful than the “non-achievement” of a new consumer. A lost consumer asserts, effectively, for two customers: is one customer unless for the company and one more for the concurrent (CRESCITELLI, 2003). According to Kotler (2000):
In this sense a service considered well successful by the customer need that the organization looks for the products, company and methods of service according to the eyes of customers (STERNE, 2000).
However what really does take a student to choose determined school or institution? Second Soutar and Turner (2002) one of the information more important to guide a strategy of marketing is the comprehension of what determine the preference of the student by a given institution.
According to Churchill and Peter (2000) with relation to the candidate students to the determined institution or school one of the key questions is the question of the elevated level of search, where the comparison of many alternatives in several occurs attributes, such as complex product, expensive, little known and a lot significant for the consumer, with a considerable investment of time and effort.
For Bravin (2009) in the scope of marketing there is a concentration of studies in the question of identification of the attributes of the education institutions and the sources of information that of somehow influence the decision of student. But in the view of Zuker (2006), the size of school and costs are relevant factors and determinants in choosing of determined institution of education.
In this job, the identification of student profile of a preparatory course to public context, with base on analysis of profile that contains statistics about the customers relative the demographic attributes (average age, gender proportion, married proportion, single proportion, middle time of residence).
Where once time obtained this model or profile, there is possibility of being used to classify new customers and consequently to predict their special needs (ROMDHANE, FADHEL and AYEB, 2010).
The main objective of this paper was to identify the students’ profile of the education network of a Preparatory course telepresence of Ponta Grossa, in Parana state. The methodology used to develop this paper was the field search, where after the bibliographic study the researcher will define the objectives of search, the hypothesis, the way of data collection, and size of sample and as the data will be tabbed and analyzed MARCONI and LAKATOS, 1996). As to the classification of search we checked that it is in relation to approach of qualitative problem, with relation to the objective is descriptive. With respect to the technique procedure is classified as survey and with relation to nature is applied.
This search was performed through of application of questionnaires structured. The first step was the elaboration of the elaboration of questionnaire compost of 26 questions, where was used a simple and clear language, with brief presentation of the theme with the objective of obtaining the information to trace the profile. The questionnaire is in Appendix A. The populations to be searched are the students of education preparatory network of Ponta Grossa city, where the total of students are of 240 students. For the determination of the size of the sample of finite population we have the follow formula (GIL, 1999):
n = size of sample;
o = level of confidence level chosen, express and the number of standard deviation (adopted confidence of 95% or two standard deviation)
p = it is the previous estimate percentage with which the phenomenon is checked;
q = additional percentage
e = maximum error allowed (in social research usually is adopted an error between 3 to 5%);
n = 106,17 students.
Through of the population of 150 students, with a sample n equal to 107 students (106,17).
The unit of Ponta Grossa of the education network of a Preparatory course telepresence, have 5 modalities of courses for offer to their customers that are for who has interest in public contest, post graduation, OAB exam, courses to upgrade and practice. In this sense will be raised through of results found the students profile for each modality of course. Follows below the table 1with the data found in relation to the total of 107 students or modality of course.
Table 1: Amount of students for course modality
In this sense through of the data was checked that of the total of sample surveyed, no student makes the courses to upgrade and practice. In this sense will be analyzed only the student profile that make the courses o the OAB Exam, Public Contest and Post- Graduation and of the students that do not answered the kind of course that make in the Education Network.
Below is the Table 2 containing the percentage referent to the gender of the students for course modality:
Table 2: Gender
According to the data above is possible to check that the similarity between the courses with relation to the courses of students, where was identified that approximately the half is of female gender and the rest is male gender.
5.1.2 Age Group
Below follow the Table 3 containing the percentage referent to age group of the students for course modality:
Tabela 3: Faixa Etária
In relation to age group was checked that the most parcel of the students had age between 18 to 35 years old, having this representativeness in all the courses modalities.
5.1.3 Marital Status
Below follows the Table 4 containing the percentage referent to the marital status of the students for course modality:
Table 4: Marital Status
In relation to the marital status identified that for all the modalities of the courses of the students more than half are single and approximately 305 are married. Only 55 of the students of OAB Exam are divorced.
5.1.4 Individual Income
Below follow the Table 5 containing the percentages referent to individual income of the students for course modality:
Table 5: Individual Income
For the income was checked that for all modalities of courses the students have an individual income below of five minimum wages or do not have income, depending of someone. Only in the post graduation course, 115 of the students have income above of 20 wages. The wages between 10 to 15, there were a little representation in all the courses modalities.
5.1.4 Degree Schooling
Below follows the Table 6 containing the percentage referent to the degree schooling of the students for course modality:
Table 6: Schooling Level
With relation to the schooling is possible to notice that there is a high level of schooling for part of the students, where the largest portion have complete superior course or is studying. In relation to the students that make the course for the Public Contest, we checked that almost of these have post graduation and of the students that perform the course of post graduation, 33% already have some course of post graduation.
5.1.5 Objective of course
Below follows the Table 7 containing the percentage referent to the objective of the course of the students for course modality:
Table 7: Objective of Course
Questioned in relation the objectives of realization of the course in the education network, was checked that for the course of OAB exam, 98% of the students do not answered, consequence of the fact that the students performed the course for OAB course, because they have the objective to pass in the Exam. For the students that make the course to the Public Contest was checked that 38% have interest in the legal area.
5.1.6 Period that attend the classes
Below fallows the Table 8 containing the percentage referent to the period that the students attend the classes for modality of course.
Table 8: Period that attend the classes
For all the courses identified that there is frequency of the students in all the periods. For the course of OAB Exam there is a similarity of amount of students for the morning, afternoon and night shifts. However for the course of Public Contest the most parcels attend more of a period and for the post graduation course in the night period and on the weekends.
5.1.7 Payment Form Used
Below follows the Table 9 containing the percentage referent to the payment form used of the students for course modality.
Table 9: Payment Form Used
With relation to the payment form used for all the modalities of course was checked that perform the payment of the monthly payment through of check.
5.1.8 Required Level for the office that intend
Below follow the table 10 containing the percentage referent to the schooling level required for the office that intend of the students for course modality:
Table 10: Required Level for the office that intend
Addressed in relation to the level required for the office that intend was checked that of the students that perform the course for the Public Contest 88% answered superior level as being the required, remaining only 13% for the middle level. For the cost of OAB Exam and Post Graduation and Post Graduation the most do not answered this question.
5.1.9 How many hours per day they study
Below follows the Table 11 containing the percentage referent the hours daily of study of the student for course modality:
Table 11: Hours per day of study
For the questioning referent to hours daily destined the study, was checked that for all the course modalities the most part study from 1 to 4 hours during the day. Above of 8 hours, only 2% of the students of course OAB Exam the study for this period.
5.1.10 How the student knew about the school
Below follows the Table 12 containing the percentages referent to the way of knowledge from school of the students for course modality:
Tabela 12: Knowledge Way of school
Referent to the way or form of knowledge of school was checked that approximately 70% of the students for all the modalities knew of the school through of indication. Where we can check that the other ways used with radio, television, newspaper, outdoor and pamphlet do not such representation; in other words, do not represent great potential of attractiveness to capture new students. Being the indication the way of knowledge of school more striking, this ends for retracting that or the current students or former students are satisfied with the school, resulting in the indication of the school for other people.
5.1.11. Local of Knowledge of School
Below follows the Table 13 containing the percentages referent to the Local of Knowledge of the school of the students for course modality:
Table 13: Local of knowledge of School
Questioned in relation to the local that they were when met that school, by the results was identified for all the modalities the most part were at University or College. In other words, through the former results that demonstrates that the way of knowledge was indication, we can check that there is the probably that most part of these indications occurred at the College or University. Followed of the residence and job, reinforcing still more the way of knowledge indication.
5.2 Comparative of Student Profile for Course Modality
Below follows the Table 14 containing the information for each modality of course of students profile:
Table 14: Profile for course modality
According to the survey accomplished was checked that of the total of the interviewed that 79, 19% is aged 18 to 35, demonstrated that most part of the students is of a young public. Still was possible checked that 64% of the total of students, the most parcel is constituted of 72% have income below five minimum wage or they do not work, depending of someone. The total of interviewed 51% make the course called OAB Exam and 37% for the public contest, demonstrating that the most part of the students of Education Network of the have as objective the OAB Exam and male the realization of courses for public contest. The most part of the interviewed constituted of 98% have superior level, or superior level does not complete or already had some post graduation, retracting the high schooling level of the students.
It was possible identified that the students that have only de level referent high school do not have representativeness of the total of student of education network . In relation to the objectives of coursed performed in the education network by the interviewed, was checked that 62% of theses have as objective the technique career. Questioned the amount of daily hours destined to the study was checked that the most part of the students corresponding to 84% study between 1 to 6 hours during the day , demonstrating a high level of commitment of the students for the achievement of the objective of these. Approached about the form, way or manner that took them to opt by the school was checked that 72% of the students answered indication, demonstrating that the ways of advertising used by the school were not many striking to attract new students, as radio, internet and pamphlet advertisement.
In relation to search performed was checked that of total of the students from Education Network is aged between 10 to 35 years old, demonstrating that the most part of the students is of a young public. Still is possible to realize that the most part of the students have an income lower to five minimum wages or do not have individual income, being dependent of someone. With respect of the interviewed 51% make the course for OAB Exam and 37% for public contest, demonstrating that the most part of the students of Education Network have as object have as objective the OAB Exam and to make the realization of the courses for public contests.
The majority of students that were interviewed have superior level or are not complete or already have some post graduation, retracting the high schooling level of the students. Thus, it is possible to identify with the results that the students that have high school level do not have representativeness of the total of students from Education Network. Questioned in relation to amount of daily hours destined to the study was checked that the majority of students correspondent to 84% study between 1 to 6 hours per day, demonstrating a high degree of compromising of the students to achieve of the objective of these.
Addressed about the way, form or manner that took them to opt by the school, was possible identified that 72% of the students answered indication, demonstrating that the ways of advertisement used by school were not many striking to attract new students, as radio, internet and pamphlet advertisement. Of this way we can identify that the indication was the knowledge way from school more striking, and this ends to retract that the current or former students are satisfied with the school, by the fact of indicating the school for other people.
In this sense the managers by results raised can concentrate the efforts in keeping or improving the way the service is being offered, meeting the students of a customized manner second the features that were found for each student profile, to achieve new students and to keep quality of their services and profitability. As the new age of innovation is the innovation focused in the relationship with customer, the key for the creation of value and growth of all businesses in the future depends of the creation of singular experiences, with and for the customers.
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