Avaliação da satisfação e sua relação com o Net Promoter Score: uma pesquisa com alunos do ensino superior de Fortaleza

Abstract

This study aims to evaluate the satisfaction and Net Promoter Score of a collefe from Fortaleza - Ceará, as well as seek the relationship between them. A survey of a self-administered digital questionnaire subdivided into three sections was applied. The three sections were: Profile of respondents by registering in the system; satisfaction evaluation of 23 different factors of the institution; loyalty through the NPS model. The required criteria is that the respondent was a student regularly enrolled in this college in any undergraduate program. Data were analyzed using multiple linear regression and classification and regression tree (CART). The results indicate that the data from this study provided knowledge about the satisfaction and loyalty of the college’s customers and provide resources to managers to make proper quality management planning and marketing. While pointing out that the most important factors that positively influence user’s satisfaction, validating the hypothesis formulated.