Browsing by Author "Pedro, Ilda Maria Horta"
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- Alumni in a relationship marketing perspective: the alumni-alma mater commitment relationshipPublication . Pedro, Ilda Maria Horta; Mendes, Júlio; Pereira, Luís NobreFostering relationships with alumni has consisted of framing strategies to increase competitiveness amongst higher education institutions (HEIs) in Europe and particularly in Portugal. This thesis aims to understand the alumni-alma mater commitment relationship, through the identification of its drivers, indicators, and alumni patterns leading to an intention to commit. The work was developed at the University of Algarve (UAlg) through qualitative and quantitative research methods. Results are embodied in three papers. The first study draws upon alumni opinions regarding four main dimensions: academic experience, current situation, commitment indicators and the HEI’s commitment. The information was obtained through three focus groups (paper one). A structural equation modelling approach was used to investigate the relationship between a set of latent variables, identified in the qualitative research and supported by the literature, and the commitment relationship. To this end, a sample of 2,008 alumni was obtained through an online survey (paper two). The obtained results helped in the development of the last phase of the work, in which was applied a cluster analysis to segment the alumni and a binomial regression model to identify determinants of the intention to collaborate (paper three). The results show that the affective, cognitive and HEI’s commitment directly influence the commitment relationship. Alumni stress their intention to recommend, share their experience with current students, and give their help when it is necessary as ways to give back. Furthermore, they also recognise the importance of benefits and advantages in this relationship. Five segments of alumni were identified through clustering analysis, revealing valuable information for decision-making, particularly regarding an expressed willingness to participate in fundraising campaigns, which is relevant in a context where these campaigns are not very common. Results of the regression model showed that predictors of intention to collaborate comprised participation in extracurricular activities, sense of belonging, and elements considered in HEI’s commitment (solicitation, communication, and quality). HEI’s responsibility is underlined as a true catalyst in the commitment relationship process. The general conclusions of this thesis are in line with the literature, but they also add value in the context of European higher education, particularly in Portugal, where the alumni culture is starting to make small steps.
- Fatores determinantes na manutenção da relação de compromisso entre os Alumni e a Alma Mater. O caso da Escola Superior de Gestão, Hotelaria e Turismo da Universidade do AlgarvePublication . Pedro, Ilda Maria Horta; Carrasqueira, Helder; Pereira, Luis Miguel Soares Nobre de Noronha eAs instituições de ensino superior e particularmente as portuguesas, enquanto agentes ativos na promoção do desenvolvimento, estão sujeitas à conjuntura económicofinanceira, social e demográfica que caracteriza os dias de hoje, aos quais se juntam mudanças significativas impostas pela globalização, pela evolução da sociedade do conhecimento e desenvolvimento tecnológico. O desafio colocado pela diminuição gradual do número de estudantes, diminuição de financiamentos, reestruturação da rede e oferta formativa, entre outros aspetos, dita o repensar de estratégias, nomeadamente, na reformulação dos relacionamentos com os estudantes. Esta dissertação pretende ser um contributo na obtenção de informações úteis para a definição de estratégias tendentes à manutenção de relações duradouras com os alumni, por serem reconhecidamente parceiros que as instituições de ensino superior não podem menosprezar. Através da técnica de análise de equações estruturais, pretendemos testar um modelo conceptual teórico que estabelece relações de dependência entre os fatores de satisfação e imagem, em relação ao fator compromisso. Da aplicação de um questionário online, a uma amostra de 2544 alumni da Escola Superior de Gestão, Hotelaria e Turismo (ESGHT) da Universidade do Algarve (UAlg), com uma taxa de resposta de 25%, concluímos que a imagem do ensino, a imagem da comunicação e a satisfação com o ambiente social e académico são os fatores determinantes para a continuidade da relação de compromisso entre os alumni e a alma mater. Os modelos de medida e estrutural revelaram bons índices de ajustamento e qualidade e os pesos fatoriais deram-nos informações úteis sobre os diferentes itens de cada um dos fatores.