RELATIONSHIP MARKETING: ANALYSIS OF SENSE OF STUDENTS OF AN INSTITUTION OF HIGHER EDUCATION OF SERRA GAUCHA

The marketing offers a wide range of possibilities for organizations serving seek to compete in the market in which they operate. It is also noticeable this importance for institutions whose business is education. Relationship marketing is essential so that the relationship between education institutions and students is performed. This study is meant to examine the perceived level of relationship of students in College of Serra Gaucha. We applied a descriptive research using as basis the scale Wilson e Vlosky (1997. This scale study was composed of the following dimensions: a) dependence college, b) comparison with other colleges, which would be demonstrated as students realize that college is strategically important to him, c) investments in the relationship, this step they propose that the closure of the relationship will cause inconvenience to the student, d) trust, being presented by the students perceive as the concern and confidence shown by Faculty in relation to their students, and e) impairment, being related to ambition to maintain the relationship over time. Research results demonstrated significant level of perceived relationship between IES and students surveyed considering the averages after the tabulation of the questionnaires. There was also a greater awareness of the dimensions of relationship commitment followed by trust, investment in the relationship, dependency and comparison of college with other colleges.