| dc.description.abstract | Marketing involves identifying and satisfying human and social needs, so educational
marketing emerged as an option to serve educational institutions in their expectation
of staying in the market. In the current competitive environment, higher education
institutions (HEIs) increasingly see the need to offer a quality service that will meet
the wishes of their school community, with a view to attracting and retaining students.
This study aims to analyze the perception of the quality of services at Univag -
Centro Universitário de Várzea Grande (MT) from the point of view of law students,
using the Servqual Scale. The research answers the following question: what is the
perception of law students in relation to the services provided by Univag? The use of
the Servqual Scale and the quality of educational services was motivated by the
need to know the expectations and desires of the customers of educational
institutions, in a scenario of strong changes in the area of education. The
methodological approach of the study is quantitative, descriptive, using the inductive
method. The type of research regarding the procedure was the survey research end
the data collection instrument was the questionnaire, whose target population were
Univag law school students, which currently has 1,264 students in theperiod 2022/2.
It was found that when using Servqual and its variations, the HEIs can identify
possible gaps in the provision of their services and, thus, correct them, in order to
meet the expectations of their customers, ensuring their satisfaction; Another aspect
of the research is the identification of the company's strengths, which can be used as
a competitive advantage over its competitors. It was concluded that the performance
of the studied HEI in relation to students' expectations about quality in service
demonstrated the existence of gaps in all five investigated dimensions. The
intervention proposal was presented, suggesting actions to minimize or completely
eliminate the detected gaps. | pt_BR |
