Gestão da qualidade no atendimento às famílias em escolas privadas: um estudo de caso no colégio XYZ

Abstract

In the context of an increasingly competitive private education market, quality in service to families is a fundamental strategic element for the loyalty and sustainability of institutions. This study investigated how quality management in service influences family satisfaction and loyalty at Colégio XYZ. The general objective was to analyze this management, identifying its impacts on customer satisfaction and retention. Specific objectives include identifying service practices, understanding perceptions of quality, evaluating measurement models, and proposing improvements. The research is justified by the growing need to differentiate and strengthen relationships between schools and families in the contemporary educational context. The methodology adopted was qualitative, with triangulation of methods and an inductive approach, through a descriptive and exploratory case study conducted at Colégio XYZ, in Senador Canedo/GO. Data collection techniques involved the application of questionnaires to parents and teachers, in addition to the analysis of the communication channels used by the institution. Data analysis was performed using the content analysis technique, totaling 235 responses. The results indicate that quality management in service has a direct influence on family satisfaction and loyalty, highlighting the importance of transparent communication and the use of strategies adapted to the school's reality.